Making a Splash with Whole Grains
Issue: Nature’s Harvest bread is bringing excitement to a relatively dry category with the sponsorship of the highly anticipated Pixar movie, “Finding Dory.” The goal is to raise awareness for the brand as an “easy choice for whole grains.”
Idea: Coyne enlisted the expertise of registered dietitian, Heidi Diller, to take the “Finding Dory” excitement to a new level for the brand with the creation of “Finding Dory”-inspired recipes. The strategy behind the concept is to engage parents and their children to make recipes like, The PB & Jellyfish Sandwich, and taste the baked with whole grain goodness for themselves. The initiative includes a nationwide media outreach campaign as well as blogger engagement.
Impact: Coyne dove right in and in just the first week since launch, the team generated nearly 10 million media impressions for the sponsorship announcement. Media are eating up the recipes as the excitement for the movie continues to build and the team gears up for the premiere party where the recipes will be served to all who attend.