When COVID-19 and the stay-at-home orders hit in March 2020, baking became America’s national pastime. As flour became more difficult to find in grocery stores, people questioned whether there was a shortage of the ingredient. King Arthur Baking Company faced both a challenge and an opportunity. While the company ramped up production, it simultaneously needed to assure the public that its supply chain was not at risk. The Allison+Partners team recognized an incredible opportunity to expand brand awareness and solidify King Arthur’s position as the leader in baking among a new generation of bakers. The team launched a media relations program to communicate to consumers how King Arthur was accelerating flour production, educate new bakers, and ensure the company’s messaging and corporate narrative came through clearly. Leveraging consumer research, dynamic sales data, and brand spokespeople, the team secured more than 500 stories totaling 2B+ impressions.