TEGNA Texas and Mrs Baird’s Team Up to Fight Texas Hunger

With the pandemic sidelining its normal Houston Rodeo sponsorship, Mrs Baird’s was looking for new ways to help the community. With the help of #TeamTEGNA in Texas, the bakery created a state-wide campaign to address the growing problem of food insecurity due to COVID-19.

By Dale Lockett, Director of Local Programming & Community Marketing at KHOU

Mrs Baird’s is a Lone Star state bakery that has been in business since 1908. For more than a decade, KHOU 11 has partnered with Mrs Baird’s on a Houston Livestock Show & Rodeo sponsorship.   

Each year, this partnership is highlighted by Facebook sweepstakes giving Houstonians a chance to win a pair of tickets to a suite at a RodeoHouston concert. The sweepstakes has been a huge success over the years. In 2019, we received over 120,000 entries for a chance to win tickets to see George Strait.  

Unfortunately, the pandemic has caused the cancelation of the rodeo over the past couple of years. In February of this year, Shane Sumrow, the Vice President of the Margulies Communications Group (the PR agency for Mrs Baird’s/Bimbo Bakeries USA), reached out to me to brainstorm some ideas of how KHOU and Mrs Baird’s could continue their partnership in 2021 outside of the rodeo.

Shane shared that creating a philanthropic effort was of high interest to Mrs Baird’s parent company Bimbo Bakeries USA. Mrs Baird’s wanted to create a state-wide campaign that addressed the growing problem of food insecurity due to COVID-19.  

With that in mind, KHOU’s sales leadership team (Miles Cathey, Lori Clark, and Rebecca Cantu) worked with Mrs Baird’s to develop a Texas hunger relief campaign. It was focused on the three biggest cities in Texas: Dallas, Houston, and San Antonio.   

What they came up with was the “Mrs Baird’s Fighting Texas Hunger” campaign. During the month of June, Mrs Baird’s will donate 10,000 loaves of bread to the food banks in Dallas, Ft. Worth, Houston, and San Antonio. In addition, Mrs Baird’s arranged to have POS displays for the campaign in the grocery stores in these three Texas cities. As part of this TEGNA Texas partnership, Mrs Baird’s will have on-air and digital inventory on WFAA, KHOU, and KENS5 to raise awareness for this philanthropic campaign.   

The Bimbo Bakeries USA marketing team is very excited about this campaign. They are already considering doing it again next year with the possibility of expanding it to other Texas markets/Tegna Texas stations in 2022.  “Mrs Baird’s Fighting Texas Hunger” is also an excellent example of how a meaningful relationship with the right partner can open the door for new opportunities when another door closes.


Thinking of how you might amplify your brand’s community efforts or looking to join our affiliates in their efforts to serve the greater good of our communities? Get in touch.   

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