CHUNKY | WEIGHING IN FOR A GOOD CAUSE
Coyne PR was charged with maximizing Chunky soup’s sponsorship of the Minnesota Vikings and star running back, Adrian Peterson, to generate awareness for Chunky soup’s Tackling Hunger program.
A giant visual was cooked up – a 12-foot long soup spoon that doubled as a scale! Adrian Peterson and his mom, Bonita Jackson, sat on the oversized soup spoon-shaped scale to determine their weight in Chunky soup cans, which were donated to a local food bank in Minneapolis. The duo weighed in at 384 cans.
Coyne PR kicked off the coverage with three stories announcing the upcoming event in SportsBusiness Journal, Minneapolis Star-Tribune, and St. Paul Pioneer Press. Peterson and his mom were only available for two hours for the event and were fully maximized for media relations, including taking part in 37 onsite interviews. Ten cameras also appeared onsite at Winter Park for the event, resulting in 70 stories in just the first four days. Event highlights included ESPN’s “Rome is Burning,” ESPNEWS, NFL Live, Sirius NFL Radio, Minneapolis Star-Tribune, St. Paul Pioneer Press and multiple segments on all affiliates in Minneapolis.