The Bread So Dizzyingly Delicious, Facebook Doesn’t Want to Promote It
For nearly 40 years at Alvarado Street Bakery, we’ve been a worker-owned organic bakery making good products for good people. We source organic whole grains and sprout them to life right here in our bakery, and mix them with all sorts of other wholesome ingredients to create delicious and healthy baked goods.
So when we launched our delicious new Sprouted Wheat Hemp & Hops bread, we were so excited to share it with our fans on Facebook. After all: as some of our most devoted fans, our Facebook community would love to hear about this great new bread with some intoxicatingly interesting ingredients.
But when we started promoting it — creating paid ads on Facebook to reach new customers — we were stunned to see a series of rejections.
Our ads weren’t approved because they promoted illegal drugs? Hmm… while a cannabis bread may have that problem, our bread only included the humble non-intoxicating hemp variety that is both legal and completely safe for everyone. We tried to clarify our ingredients, and they rejected again, and again. Eventually, we decided maybe we should give up. Here and there, we have actually managed to get a couple ads approved… but not without a lot of frustration and annoyance. Most of all, as our fearless marketing leader Michael Girkout says:
“With so many Russian trolls still lurking out there, why is Facebook spending their energy rejecting our humble little organic bread?”
So, we talked about our options. Would it be best to fight this? Would it be best to get angry and call out Facebook in public? Or would it be better for everyone if we had some fun with it — poke fun at Facebook for messing up while telling the world about our bread?
We’re choosing to have some fun — and also make the world a little better in the process. So, for the next few weeks, you may see some advertisements about our Hemp & Hops bread going around that poke fun at Facebook. You can join in the fun by joining our Hemp & Hops Facebook group, share our campaign images, and, most importantly, try the bread!
Having Fun, Giving Back
Best of all: to show we’re not in this to stir up trouble, we’re donating $1 for every loaf we sell to Feeding America. We're doing it now through October 15... because as a worker-owned bakery, we believe ensuring everyone has something to eat is one of the most important causes of our time.
We hope you’ll help us spread the word, and have some fun at Facebook (and our) expense.