Hobart – B2B Community Building

Uniting a Community of Bakers from Scratch


This case will discuss “Get Back to Scratch”, Hobart's aggressive venture to unite a professional community through social media. The Get Back to Scratch movement harnessed the passion of professional bakers and chefs by creating an online outlet for peer-to-peer sharing and education, while ultimately positioning Hobart as the brand of choice.

Executive summary


The Get Back to Scratch movement tapped into the growing passion for, and presence of, scratch-made goods in restaurants, bakeries, schools and grocery stores. To grow the movement organically, Hobart turned to social media.

Key findings

  • Approximately 600 establishments registered in the directory, primarily driven via social media. These establishments are all potential leads for Hobart. At the time of writing, the site had received more than 110,000 visitors.
  • Supporters ran their own advertisements promoting the movement, their love of Hobart mixers and their passion for their craft. The ultimate engagement goal was to create ambassadors for the brand without being overtly promotional in the process, and Hobart have succeeded.
  • The initiative received social media support, engagement and promotion via key influencers, customers, potential customers and fans. The @Back2Scratch Twitter handle has sent over 2,200 tweets (as of the time ...

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