Food & Nutrition

Coyne PR has worked extensively in the food and nutrition categories for over 20 years, and has developed some of the most talked about and long-running programs for some of the world's most iconic brands.

Our work in the food and nutrition space includes the Campbell Soup Company, Del Monte, DuPont Nutrition & Health’s soy protein initiative, Eggland’s Best, General Mills, Hershey’s, Just Born Quality Confections’ PEEPS® brand,  Kraft Foods, McCormick, PepsiCo and Perrigo Nutritionals.

We’ve helped launch a score of products, created and supported countless initiatives, and counseled brands to help navigate significant challenges, from GMO labeling ballot initiatives to product recalls and social media crises. We have experience working with numerous influential groups in the food and nutrition space, including the Grocery Manufacturers Association, the Academy of Nutrition and Dietetics, and relevant governing bodies, including the USDA, the FDA and the FTC. Our work with these organizations spans brand sponsorships, industry collaborations/partnerships and issues management.

The Food & Nutrition team’s vast experience in the space has afforded us the opportunity to develop extensive and long-term relationships with prominent national and local print, broadcast and online media. The team was among the first in the industry to not only recognize the importance of the rise in social media, but to embrace it, working with General Mills to develop, launch and manage MyBlogSpark, one of the largest blogger networks in the country. These relationships – from a national morning show producer to an influential blogger - are built and maintained by our relentless pursuit of creating powerful storytelling for the brands we represent.

The team has also created a powerful network of registered dietitians that are called upon for insights, media relations and content creation to support our clients. Our expertise in this space led to the creation of Moderation Nation, a powerful consumer and influencer engagement strategy, to support The Hershey Company’s commitment to consumer health and wellness through moderation.

Nature's Harvest Bread

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.

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.

eureka! Organic Bread

Issue: In a category where nutritional benefits are the cost of entry but the taste expectations are low, how do you stand out and make some noise?

Idea: Eating organic doesn’t have to be bland and that’s exactly what eureka! Organic Bread is feeding to its consumers as part of its first-ever integrated marketing campaign developed by Coyne. The ‘Don’t Be Bland’ campaign leverages a playful and unexpected tone to break consumer perception and inspire those with an itch for discovery to never stop looking for a better way. To help tell the brand story, eureka! Organic Bread is quite literally “busting” through the bread aisle with Archimedes, a character who breathes new life and attitude into the category in an unexpected way.

Impact: The tagline “Don’t Be Bland” is a rallying cry beyond just the great taste of the bread. It is meant to inspire a way of life. Executions across digital, print and animated :15 videos give flavor to Archimedes’ wisdom and enduring sense of curiosity.

The videos have inspired the curiosity of our audience with some impressive performance during launch:
-     YouTube view rates beat food industry benchmarks by up to 36%
-     Completion rates on Run network outperformed benchmark by 15% and click through rates by 25%
-     SheKnows click-through rates ran at 3 times the norm

Don't Be Bland

Issue: In a category where nutritional benefits are the cost of entry but the taste expectations are low, how do you stand out and make some noise?

Idea: Eating organic doesn’t have to be bland and that’s exactly what eureka! Organic Bread is feeding to its consumers as part of its first-ever integrated marketing campaign developed by Coyne. The ‘Don’t Be Bland’ campaign leverages a playful and unexpected tone to break consumer perception and inspire those with an itch for discovery to never stop looking for a better way. To help tell the brand story, eureka! Organic Bread is quite literally “busting” through the bread aisle with Archimedes, a character who breathes new life and attitude into the category in an unexpected way.

Impact: The tagline “Don’t Be Bland” is a rallying cry beyond just the great taste of the bread. It is meant to inspire a way of life. Executions across digital, print and animated :15 videos give flavor to Archimedes’ wisdom and enduring sense of curiosity.

The videos have inspired the curiosity of our audience with some impressive performance during launch:
-     YouTube view rates beat food industry benchmarks by up to 36%
-     Completion rates on Run network outperformed benchmark by 15% and click through rates by 25%
-     SheKnows click-through rates ran at 3 times the norm

National Confectioners Association

Issue: Coyne worked with the National Confectioners Association to lead PR efforts for the NCA’s largest event of the year – the 2016 Sweets & Snacks Expo … and it was a real treat!
 

Idea: The event at Chicago’s McCormick place spanned 4 acres with 750 brands exhibiting to 17,000 attendees and focused on industry education, innovation and business development.


Impact: More than 250 media attended the event, resulting in more than 500 placements and more than 200 million media impressions including the “TODAY Show,” Huffington Post, Yahoo!, Delish.com, Chicago Tribune, “Good Day Chicago” and industry trades.

Sweet Support

Issue: Coyne worked with the National Confectioners Association to lead PR efforts for the NCA’s largest event of the year – the 2016 Sweets & Snacks Expo … and it was a real treat!
 

Idea: The event at Chicago’s McCormick place spanned 4 acres with 750 brands exhibiting to 17,000 attendees and focused on industry education, innovation and business development.


Impact: More than 250 media attended the event, resulting in more than 500 placements and more than 200 million media impressions including the “TODAY Show,” Huffington Post, Yahoo!, Delish.com, Chicago Tribune, “Good Day Chicago” and industry trades.

CHEF'D

Issue: Chef’d is a relative newcomer in the crowded meal kit delivery service space dominated by industry leaders Blue Apron, HelloFresh and Plated.

Idea: Coyne employs a multi-layered strategy to drive media results. Leveraging new partnerships such as the New York Times Cooking website, message discipline focusing on its “no subscription, order what you want, when you want” model for consumers, and highlighting white label offerings for brands underscores distinction in the category and breaks through the clutter.  Strategic use of media exclusives combined with Coyne’s extensive media contacts has driven widespread media attention for the brand.

Impact: In the first six months the team has produced hundreds of print, online and broadcast stories including Bloomberg Businessweek, New York Times, Washington Post, BusinessInsider, USA Today, Mashable, Eater, CNN.com and 120 broadcast placements nationwide.  The brand recently completed a new round of funding and continues to grow both its consumer base and brand partners.

Delivering for Chef'd

Issue: Chef’d is a relative newcomer in the crowded meal kit delivery service space dominated by industry leaders Blue Apron, HelloFresh and Plated.

Idea: Coyne employs a multi-layered strategy to drive media results. Leveraging new partnerships such as the New York Times Cooking website, message discipline focusing on its “no subscription, order what you want, when you want” model for consumers, and highlighting white label offerings for brands underscores distinction in the category and breaks through the clutter.  Strategic use of media exclusives combined with Coyne’s extensive media contacts has driven widespread media attention for the brand.

Impact: In the first six months the team has produced hundreds of print, online and broadcast stories including Bloomberg Businessweek, New York Times, Washington Post, BusinessInsider, USA Today, Mashable, Eater, CNN.com and 120 broadcast placements nationwide.  The brand recently completed a new round of funding and continues to grow both its consumer base and brand partners.

PEEPS

Issue:  PEEPS® charged Coyne PR with the task of making a connection between two core selling seasons for consumers — Easter and Christmas, all while tying closely to the brands first-ever holiday season advertising.

Idea: Since the new ads featured Santa hopping like the Easter Bunny while placing PEEPS® into Christmas stockings, Coyne PR brought the ad campaign to life throughout New York City with 20 hopping Santas. The team organized a sweet Santa Hop flash mob, who hopped to the tune of the Bunny Hop, and also participated in a morning show ambush at the “Today Show” and “Good Morning America” and also delighted fans in high traffic locations around the city during the busy holiday time. The Santas and their helpers distributed PEEPS® to consumers and passersby, and finished off the day at FAO Schwarz where the Santas surprised and entertained shoppers.

Impact:  This guerilla-style PR event resulted in nearly 650 million impressions for the PEEPS® brand. The Santas shared lots of Christmas spirit while making appearances on the “Today Show,” “Good Morning America” and “Fox 5 News,” with photos appearing on Yahoo!, The Christian Science Monitor, several wire services and more. Throughout the day crowds continued to gather around the Santas as they interacted with thousands of consumers, distributing approx. 8,000 PEEPS® Candy Cane Chicks. Fans were encouraged to share their excitement, photos and videos of the event on social media utilizing the #PEEPSONALITY.

Santas Hop through NYC Spreading PEEPSONALITY®

Issue:  PEEPS® charged Coyne PR with the task of making a connection between two core selling seasons for consumers — Easter and Christmas, all while tying closely to the brands first-ever holiday season advertising.

Idea: Since the new ads featured Santa hopping like the Easter Bunny while placing PEEPS® into Christmas stockings, Coyne PR brought the ad campaign to life throughout New York City with 20 hopping Santas. The team organized a sweet Santa Hop flash mob, who hopped to the tune of the Bunny Hop, and also participated in a morning show ambush at the “Today Show” and “Good Morning America” and also delighted fans in high traffic locations around the city during the busy holiday time. The Santas and their helpers distributed PEEPS® to consumers and passersby, and finished off the day at FAO Schwarz where the Santas surprised and entertained shoppers.

Impact:  This guerilla-style PR event resulted in nearly 650 million impressions for the PEEPS® brand. The Santas shared lots of Christmas spirit while making appearances on the “Today Show,” “Good Morning America” and “Fox 5 News,” with photos appearing on Yahoo!, The Christian Science Monitor, several wire services and more. Throughout the day crowds continued to gather around the Santas as they interacted with thousands of consumers, distributing approx. 8,000 PEEPS® Candy Cane Chicks. Fans were encouraged to share their excitement, photos and videos of the event on social media utilizing the #PEEPSONALITY.

Perrigo Nutritionals

Issue: Perrigo Nutritionals, the largest supplier of store brand infant formula, enlisted the expertise of Coyne PR to help raise awareness of store brand infant formula, which is nutritionally equivalent to national brands and costs up to 50 percent less.

Idea:
Research shows that the number of women in the workforce are near historic highs, and that returning to work also corresponds with an increase in moms using infant formula.  Primary research conducted by Coyne PR bore this out as well.  Based on these insights, the team built a robust plan around the return to work mom – including a consumer survey shedding new light on the issue, a spokesperson with sound advice for return to work moms, and a comprehensive media relations campaign.

Impact
: The campaign resulted in 373 placements, garnering 26 million+ media impressions, including AOL Parenting, SheKnows, the San Francisco Examiner, the Omaha World Herald, and many more.

The Return to Work Mom

Issue: Perrigo Nutritionals, the largest supplier of store brand infant formula, enlisted the expertise of Coyne PR to help raise awareness of store brand infant formula, which is nutritionally equivalent to national brands and costs up to 50 percent less.

Idea:
Research shows that the number of women in the workforce are near historic highs, and that returning to work also corresponds with an increase in moms using infant formula.  Primary research conducted by Coyne PR bore this out as well.  Based on these insights, the team built a robust plan around the return to work mom – including a consumer survey shedding new light on the issue, a spokesperson with sound advice for return to work moms, and a comprehensive media relations campaign.

Impact
: The campaign resulted in 373 placements, garnering 26 million+ media impressions, including AOL Parenting, SheKnows, the San Francisco Examiner, the Omaha World Herald, and many more.

Bimbo Bakeries

Issue: Coyne was tasked with launching a new line of whole grain bread for Bimbo Bakeries called Healthfull® to help the brand stand out from the competition. The brand needed something different and innovative for the category – a slice above the rest.

Idea: Coyne developed the strategic platform of Love, Your Bread to tap into the emotional connection consumers have with a food they once loved but from which may have strayed. Healthfull® is a love letter to consumers and the oh-so-important comma in Love, Your Bread differentiated the brand from the competition. The key element of Love, Your Bread is the Healthfull® Nom-Nom-Rom-Com – a tongue-in-cheek “bread trailer” for a romantic comedy that resonates with the target audience. The video tells the love story between a woman and her Heatlhfull® bread. A lovable animated character is introduced to represent Healthfull®’s commitment to being 100% whole grain bread that is 80 calories per slice with no artificial colors, flavors or preservatives.

Coyne’s holistic approach consisted of owned, paid and earned components to tell the Love, Your Bread story. In addition to the playful romantic comedy “movie trailer,” the campaign included social media calls-to-action, a dedicated hashtag (#LoveYourBread) and a targeted, multi-platform social and digital advertising campaign leveraging the fun video content.

Impact: Coyne’s out-of-the-bread-box thinking was a success and raised Healthfull®’s presence within the category. The campaign achieved more than 32.2 million social and digital impressions, 6.3 million video views, increased brand social mentions and conversations by 10x and helped Healthfull® achieve distribution across major retailers nationwide, successfully achieving all four objectives.

Healthfull® Nom-Nom-Rom-Com

Issue: Coyne was tasked with launching a new line of whole grain bread for Bimbo Bakeries called Healthfull® to help the brand stand out from the competition. The brand needed something different and innovative for the category – a slice above the rest.

Idea: Coyne developed the strategic platform of Love, Your Bread to tap into the emotional connection consumers have with a food they once loved but from which may have strayed. Healthfull® is a love letter to consumers and the oh-so-important comma in Love, Your Bread differentiated the brand from the competition. The key element of Love, Your Bread is the Healthfull® Nom-Nom-Rom-Com – a tongue-in-cheek “bread trailer” for a romantic comedy that resonates with the target audience. The video tells the love story between a woman and her Heatlhfull® bread. A lovable animated character is introduced to represent Healthfull®’s commitment to being 100% whole grain bread that is 80 calories per slice with no artificial colors, flavors or preservatives.

Coyne’s holistic approach consisted of owned, paid and earned components to tell the Love, Your Bread story. In addition to the playful romantic comedy “movie trailer,” the campaign included social media calls-to-action, a dedicated hashtag (#LoveYourBread) and a targeted, multi-platform social and digital advertising campaign leveraging the fun video content.

Impact: Coyne’s out-of-the-bread-box thinking was a success and raised Healthfull®’s presence within the category. The campaign achieved more than 32.2 million social and digital impressions, 6.3 million video views, increased brand social mentions and conversations by 10x and helped Healthfull® achieve distribution across major retailers nationwide, successfully achieving all four objectives.

Perdue

Issue: As the leader in providing the transparency and assurance of No Antibiotics Ever (NAE) products, Perdue challenged Coyne with developing a social content strategy and campaign to align with the announcement of new milestones in a major product initiative that would engage consumers and educate them on the brand’s leadership in NAE.

Idea: Consumer social media content consumption patterns continue to favor video over imagery and text copy alone; and when it comes to tone, humor plays favorable in the feeds of consumers.  The team developed a concept featuring a custom animated video that emphasized how some other poultry brands “dance” around the issue of antibiotics with caveats and exceptions, but when Perdue says no antibiotics ever, they mean simply that. To align with market data on online video viewing behavior, the video was cut into a full-length :30 version posted to the brand’s YouTube channel, website homepage and a dedicated NAE landing page; and a :15 version, which distributed through Perdue’s social channels, including Facebook, Instagram, and Twitter.  Visibility for the content was supported by a paid media strategy specifically within relevant social media channels.

Impact: The video stood out from the rest of the flock, earning more than 1.4 million views across Facebook and YouTube. The video showed a 17% lift in purchase intent and increased Perdue-relevant search inquiries (on YouTube and Google) by 31%. Additionally, the video saw a 26% view rate, exceeding the 21% YouTube benchmark; and the content also achieved engagement rates of 45% on Instagram and 55% on Facebook, the highest of any other Perdue brand video in the past. The content also spurred a dialogue on the Perdue social channels about NAE, helping to provide clarity and dispel myths about the brand’s usage of antibiotics in animal agriculture. 

PERDUE DOESN’T DANCE AROUND NO ANTIBIOTICS

Issue: As the leader in providing the transparency and assurance of No Antibiotics Ever (NAE) products, Perdue challenged Coyne with developing a social content strategy and campaign to align with the announcement of new milestones in a major product initiative that would engage consumers and educate them on the brand’s leadership in NAE.

Idea: Consumer social media content consumption patterns continue to favor video over imagery and text copy alone; and when it comes to tone, humor plays favorable in the feeds of consumers.  The team developed a concept featuring a custom animated video that emphasized how some other poultry brands “dance” around the issue of antibiotics with caveats and exceptions, but when Perdue says no antibiotics ever, they mean simply that. To align with market data on online video viewing behavior, the video was cut into a full-length :30 version posted to the brand’s YouTube channel, website homepage and a dedicated NAE landing page; and a :15 version, which distributed through Perdue’s social channels, including Facebook, Instagram, and Twitter.  Visibility for the content was supported by a paid media strategy specifically within relevant social media channels.

Impact: The video stood out from the rest of the flock, earning more than 1.4 million views across Facebook and YouTube. The video showed a 17% lift in purchase intent and increased Perdue-relevant search inquiries (on YouTube and Google) by 31%. Additionally, the video saw a 26% view rate, exceeding the 21% YouTube benchmark; and the content also achieved engagement rates of 45% on Instagram and 55% on Facebook, the highest of any other Perdue brand video in the past. The content also spurred a dialogue on the Perdue social channels about NAE, helping to provide clarity and dispel myths about the brand’s usage of antibiotics in animal agriculture. 

Perrigo Nutritionals

Issue: In a market where big name brands own the space with large marketing budgets, Perrigo Nutritionals, the largest supplier of store brand infant formula is constantly trying to educate consumers about the nutritional equivalence of all formulas on the market, as regulated by the FDA, in order to increase usage and win share from the larger brands.

Idea:  To help focus on the most important part of the infant formula equation — the Baby, Coyne created the #UniqueBaby campaign which helped remind consumers that your baby is unique, however your formula is not. With photo sharing of children a popular social media behavior of moms, we made this the strategic underpinning of the promotion, encouraging consumers to submit cute, silly and unique photos of their little bundles of joy. Knowing moms heavily rely on other moms as their go to advisors, especially during pregnancy and becoming a new mom, we leveraged online influencers as brand advocates to create content that would be utilized in every facet of the integrated campaign from digital advertising to traditional media outreach, and social media. These bloggers helped get to word out about the promotion to new and expectant moms and introduce them to Store Brand Formula.

Impact: The multi-faceted campaign generated more than 203 million total impressions and drove qualified leads to the Store Brand Formula website where key brand messaging was contained, and also generated more than 3,500 entries submitted for the sweepstakes. Additionally, influencers created nearly 2,000 pieces of content featuring Store Brand Formula branding, including pre-buzz photo submissions, blog and social posts. 

A “UNIQUE” APPROACH TO INFANT FORMULA

Issue: In a market where big name brands own the space with large marketing budgets, Perrigo Nutritionals, the largest supplier of store brand infant formula is constantly trying to educate consumers about the nutritional equivalence of all formulas on the market, as regulated by the FDA, in order to increase usage and win share from the larger brands.

Idea:  To help focus on the most important part of the infant formula equation — the Baby, Coyne created the #UniqueBaby campaign which helped remind consumers that your baby is unique, however your formula is not. With photo sharing of children a popular social media behavior of moms, we made this the strategic underpinning of the promotion, encouraging consumers to submit cute, silly and unique photos of their little bundles of joy. Knowing moms heavily rely on other moms as their go to advisors, especially during pregnancy and becoming a new mom, we leveraged online influencers as brand advocates to create content that would be utilized in every facet of the integrated campaign from digital advertising to traditional media outreach, and social media. These bloggers helped get to word out about the promotion to new and expectant moms and introduce them to Store Brand Formula.

Impact: The multi-faceted campaign generated more than 203 million total impressions and drove qualified leads to the Store Brand Formula website where key brand messaging was contained, and also generated more than 3,500 entries submitted for the sweepstakes. Additionally, influencers created nearly 2,000 pieces of content featuring Store Brand Formula branding, including pre-buzz photo submissions, blog and social posts. 

Newman's Own

Issue:  Newman’s Own came to Coyne with a unique challenge – how to get people talking about their signature product (salad dressing) quickly, in an authentic manner, while also delivering the crucial “all profits to charity” message that is fundamental to the company.

Idea: Coyne developed Greens for Good, the brand’s first ever recipe contest that rewarded one Grand Prize Winner with $35,000 – to be given in their name to the charity of their choice! The contest leveraged Facebook organic and paid media to generate recipe entries as well as consumer votes while spreading the “all profits to charity” message. With integrated support from PR and influencer relations, Coyne recommended the brand partner with acclaimed chef/”Top Chef” Judge Hugh Acheson as well as lifestyle bloggers such as Recipe Girl and A Spicy Perspective to create additional photo and video content promoting Newman’s Own salad dressing and the Greens For Good contest on social media.

Impact: Coyne generated nearly 70 million media impressions, including the Boston Globe, NPR and 30+ SMT broadcast segments, over 18 million Facebook impressions and more than 220,000 consumers visited the Greens For Good contest page to enter their recipe or vote for their favorite finalist. Additionally, influencers generated over 17 million impressions through blogs and social media posts, including an organic pick up in BuzzFeed Life.

Toss It. Dress It. Give It. Newman's Own Salad Dressing

Issue:  Newman’s Own came to Coyne with a unique challenge – how to get people talking about their signature product (salad dressing) quickly, in an authentic manner, while also delivering the crucial “all profits to charity” message that is fundamental to the company.

Idea: Coyne developed Greens for Good, the brand’s first ever recipe contest that rewarded one Grand Prize Winner with $35,000 – to be given in their name to the charity of their choice! The contest leveraged Facebook organic and paid media to generate recipe entries as well as consumer votes while spreading the “all profits to charity” message. With integrated support from PR and influencer relations, Coyne recommended the brand partner with acclaimed chef/”Top Chef” Judge Hugh Acheson as well as lifestyle bloggers such as Recipe Girl and A Spicy Perspective to create additional photo and video content promoting Newman’s Own salad dressing and the Greens For Good contest on social media.

Impact: Coyne generated nearly 70 million media impressions, including the Boston Globe, NPR and 30+ SMT broadcast segments, over 18 million Facebook impressions and more than 220,000 consumers visited the Greens For Good contest page to enter their recipe or vote for their favorite finalist. Additionally, influencers generated over 17 million impressions through blogs and social media posts, including an organic pick up in BuzzFeed Life.

DuPont Nutrition & Health

Issue: DuPont Nutrition & Health is a multinational enterprise, but its global communications team recognized the need to understand more fully how audiences in different parts of the world discussed important food ingredients manufactured by the company on a regional level. In particular, DuPont sought to inform themselves, as well as senior leadership, on how the business community and health and nutrition influencers were discussing their products and offerings across social media channels.

Idea: Coyne conducted a global social media listening study. The study analyzed conversations around the world as they pertained to each of the key products in the DuPont portfolio, with the goal of informing their messaging and social media strategy. The study produced insights on audience types, conversation themes, sentiment, top channels where dialogue was taking place and competitor insights. Coyne produced separate reports specific to India and Australia, as they are stand-out markets of importance for the company.   

Impact: The resulting 16-chapter study provided the insight to DuPont to understand more completely the state of the social media conversation about specific food ingredients, influencers and what people were saying about DuPont ingredients in particular. Its findings established benchmarks for DuPont to build brand awareness, increase the share of voice against competitors and inform social media content strategy. As a testament to its global reach, the study was used by DuPont management in various presentations in Europe and Asia to educate communications and marketing departments.

DuPont Puts Its Social Ear to the Ground

Issue: DuPont Nutrition & Health is a multinational enterprise, but its global communications team recognized the need to understand more fully how audiences in different parts of the world discussed important food ingredients manufactured by the company on a regional level. In particular, DuPont sought to inform themselves, as well as senior leadership, on how the business community and health and nutrition influencers were discussing their products and offerings across social media channels.

Idea: Coyne conducted a global social media listening study. The study analyzed conversations around the world as they pertained to each of the key products in the DuPont portfolio, with the goal of informing their messaging and social media strategy. The study produced insights on audience types, conversation themes, sentiment, top channels where dialogue was taking place and competitor insights. Coyne produced separate reports specific to India and Australia, as they are stand-out markets of importance for the company.   

Impact: The resulting 16-chapter study provided the insight to DuPont to understand more completely the state of the social media conversation about specific food ingredients, influencers and what people were saying about DuPont ingredients in particular. Its findings established benchmarks for DuPont to build brand awareness, increase the share of voice against competitors and inform social media content strategy. As a testament to its global reach, the study was used by DuPont management in various presentations in Europe and Asia to educate communications and marketing departments.

Bimbo Bakeries

Issue: In a category that has been feeling the heat of fad diet trends for years - from Atkins to gluten-free - Bimbo Bakeries USA (parent company of Arnold, Brownberry, and Oroweat brands) wanted a campaign that focused attention on the goodness of whole grains and called upon Coyne to lead the charge.

Idea: With the sandwich leading the way as the number one usage for sliced bread, Coyne PR developed an integrated communications campaign that included digital, PR, social and in-store support with the sandwich and whole grains nutrition at its core by ‘Celebrating America’s Better Sandwiches.’

Impact: Coyne employed a sandwich board of experts including celebrity chefs and registered dieticians to drive consumer engagement by not only communicating the benefits of whole grains found in Arnold, Brownberry and Oroweat breads, but by driving them to purchase the product to create better sandwiches of their own.  In year one, the campaign generated nearly 500 million media impressions and was so successful, the campaign is currently in its second year and will be even bigger as we look to culminate on National Sandwich Day (November 3). 

America's Better Sandwich

Issue: In a category that has been feeling the heat of fad diet trends for years - from Atkins to gluten-free - Bimbo Bakeries USA (parent company of Arnold, Brownberry, and Oroweat brands) wanted a campaign that focused attention on the goodness of whole grains and called upon Coyne to lead the charge.

Idea: With the sandwich leading the way as the number one usage for sliced bread, Coyne PR developed an integrated communications campaign that included digital, PR, social and in-store support with the sandwich and whole grains nutrition at its core by ‘Celebrating America’s Better Sandwiches.’

Impact: Coyne employed a sandwich board of experts including celebrity chefs and registered dieticians to drive consumer engagement by not only communicating the benefits of whole grains found in Arnold, Brownberry and Oroweat breads, but by driving them to purchase the product to create better sandwiches of their own.  In year one, the campaign generated nearly 500 million media impressions and was so successful, the campaign is currently in its second year and will be even bigger as we look to culminate on National Sandwich Day (November 3). 

Eggland's Best

Issue: Eggland’s Best (EB), the No. 1 branded egg in the U.S., was looking to elevate awareness and trial, as well as deliver the message of superior nutrition, quality and taste, compared to ordinary eggs.

Idea: Hatching a media strategy that would expand to top-tier outlets, social media and nutrition influencers, Coyne PR developed targeted pitches that focused on food and nutrition trends, as well as timely news topics. 

Impact: By putting their eggs in multiple baskets, year after year Coyne PR is able to secure more brand mentions in key outlets such as, “Late Night With Jimmy Fallon,” Men’s Fitness, Women’s Health, Health, Fitbie.com, Prevention, Family Circle, Huffington Post Food, and “FOX News Live.”

Better Taste. Better Nutrition. Better Eggs.

Issue: Eggland’s Best (EB), the No. 1 branded egg in the U.S., was looking to elevate awareness and trial, as well as deliver the message of superior nutrition, quality and taste, compared to ordinary eggs.

Idea: Hatching a media strategy that would expand to top-tier outlets, social media and nutrition influencers, Coyne PR developed targeted pitches that focused on food and nutrition trends, as well as timely news topics. 

Impact: By putting their eggs in multiple baskets, year after year Coyne PR is able to secure more brand mentions in key outlets such as, “Late Night With Jimmy Fallon,” Men’s Fitness, Women’s Health, Health, Fitbie.com, Prevention, Family Circle, Huffington Post Food, and “FOX News Live.”

Skinnygirl Cocktails

Issue: Skinnygirl® Cocktails looked to Coyne PR to break through the clutter in 2013, creating opportunities and buzz for the brand to become the perfect accessory for every cocktailing occasion. 

Idea: The team created a leading role in Awards Season though inserting the brand in real-time social media conversations during The Oscars with the #LadiesInRed program, which donated $2,500 to Dress for Success for every lady donning red on the red carpet. To remain in the spotlight, Bethenny Frankel and five celebrity “guest bartenders,” including Maksim Chmerkovskiy and Tyson Beckford, hosted a launch party.

Impact: The team had generated more than 875 media placements, generating more than 730 million PR impressions, and the #LadiesInRed campaign won a Shorty Award for “Best Use of Social Media in Television.”

The Perfect Accessory

Issue: Skinnygirl® Cocktails looked to Coyne PR to break through the clutter in 2013, creating opportunities and buzz for the brand to become the perfect accessory for every cocktailing occasion. 

Idea: The team created a leading role in Awards Season though inserting the brand in real-time social media conversations during The Oscars with the #LadiesInRed program, which donated $2,500 to Dress for Success for every lady donning red on the red carpet. To remain in the spotlight, Bethenny Frankel and five celebrity “guest bartenders,” including Maksim Chmerkovskiy and Tyson Beckford, hosted a launch party.

Impact: The team had generated more than 875 media placements, generating more than 730 million PR impressions, and the #LadiesInRed campaign won a Shorty Award for “Best Use of Social Media in Television.”

Del Monte

Issue: Del Monte Foods has a strong portfolio of canned fruits, vegetables and tomatoes with a big challenge - consumer preference for canned fruits and vegetables is well behind that of fresh and frozen.  Del Monte turned to Coyne to help elevate the message of the brand’s quality and freshness.

Idea: Coyne PR stocked the shelves with a strategic media plan to help support the launch of the brand’s new Bursting with Life marketing campaign – the largest brand campaign in a decade.  Additional initiatives included new product launches across the brand portfolio, consumer promotions to drive the company’s recipe strategy, and  a back to school program in support of Del Monte squeezers.

Impact:  A widespread AP article led the nationwide coverage for the Bursting with Life campaign, followed by bushels of placements in newspapers, online publications and consumer blogs to help highlight their ongoing consumer promotions and new product launches.

Elevating Brand Perception

Issue: Del Monte Foods has a strong portfolio of canned fruits, vegetables and tomatoes with a big challenge - consumer preference for canned fruits and vegetables is well behind that of fresh and frozen.  Del Monte turned to Coyne to help elevate the message of the brand’s quality and freshness.

Idea: Coyne PR stocked the shelves with a strategic media plan to help support the launch of the brand’s new Bursting with Life marketing campaign – the largest brand campaign in a decade.  Additional initiatives included new product launches across the brand portfolio, consumer promotions to drive the company’s recipe strategy, and  a back to school program in support of Del Monte squeezers.

Impact:  A widespread AP article led the nationwide coverage for the Bursting with Life campaign, followed by bushels of placements in newspapers, online publications and consumer blogs to help highlight their ongoing consumer promotions and new product launches.

PEEPS

Issue:  PEEPS® charged Coyne PR with the task of making a sweet PR impact and one that was bigger than ever before during their largest selling season.

Idea: Coyne PR capitalized on the iconic nature of the notable marshmallow treats by employing a multi-phased outreach campaign. The PR team went far and wide with its efforts, which included promoting new product flavors; PEEPS® brand fun facts, share information on exciting partnerships and introducing new recipes and crafts incorporating PEEPS®.  The team conducted widespread outreach to national and local media contacts, online influencers, long-lead and short-lead media and top food and mommy bloggers. Additionally, targeted mailers with customized pitches and personalized PEEPS® crafts were created to demonstrate the fun and quirky nature of the brand and show how consumers could express their PEEPSONALITY® during the Easter season.

Impact:  In just a 12 week span, Coyne’s efforts ultimately had a “sweet” reward, generating more than 2,500 stories and 41.3 billion media impressions for the PEEPS® Brand including two USA Today pieces, seven “Today Show” segments, two “Good Morning America” segments and additional coverage in Bloomberg Business Week, Woman’s Day, SheKnows.com, Good Housekeeping, Relish.com, Yahoo.com, Parade.com and PopSugar.com, just to name a few. Additionally Coyne PR was able to exceed the previous year’s media impressions by 84 percent.

PEEP’ing Out Easter Season

Issue:  PEEPS® charged Coyne PR with the task of making a sweet PR impact and one that was bigger than ever before during their largest selling season.

Idea: Coyne PR capitalized on the iconic nature of the notable marshmallow treats by employing a multi-phased outreach campaign. The PR team went far and wide with its efforts, which included promoting new product flavors; PEEPS® brand fun facts, share information on exciting partnerships and introducing new recipes and crafts incorporating PEEPS®.  The team conducted widespread outreach to national and local media contacts, online influencers, long-lead and short-lead media and top food and mommy bloggers. Additionally, targeted mailers with customized pitches and personalized PEEPS® crafts were created to demonstrate the fun and quirky nature of the brand and show how consumers could express their PEEPSONALITY® during the Easter season.

Impact:  In just a 12 week span, Coyne’s efforts ultimately had a “sweet” reward, generating more than 2,500 stories and 41.3 billion media impressions for the PEEPS® Brand including two USA Today pieces, seven “Today Show” segments, two “Good Morning America” segments and additional coverage in Bloomberg Business Week, Woman’s Day, SheKnows.com, Good Housekeeping, Relish.com, Yahoo.com, Parade.com and PopSugar.com, just to name a few. Additionally Coyne PR was able to exceed the previous year’s media impressions by 84 percent.

The Joester Loria Group

Issue: The Joester Loria Group, a premier full-service licensing agency, looked to Coyne PR to help create buzz for select new Pepsi and Mountain Dew branded consumer products, while also building overall brand awareness.

Idea: To generate widespread coverage across a diverse media universe, Coyne PR developed a comprehensive communications program that incorporated multiple pitch angles, while leveraging the strong recognition of the Pepsi and Mountain Dew brands.  A tailgating-focused media relations campaign was developed for the Pepsi Remote Controlled Cooler, as the product was launched just in time for the fall tailgating season. Additionally, Coyne PR leveraged the holiday gifting season with media to generate coverage for the Mountain Dew apparel and sporting goods, as well as the Pepsi cooler.

Impact
: Coyne PR generated over 20 million media impressions across a vast array of media outlets during the 3-month campaign. Key placements included USAToday.com, Gizmodo, New York Daily News, St. Louis Post-Dispatch, New England Sports Network, GuysGab.com and Examiner.com.

Building Awareness for Pepsi and Mountain Dew Consumer Products

Issue: The Joester Loria Group, a premier full-service licensing agency, looked to Coyne PR to help create buzz for select new Pepsi and Mountain Dew branded consumer products, while also building overall brand awareness.

Idea: To generate widespread coverage across a diverse media universe, Coyne PR developed a comprehensive communications program that incorporated multiple pitch angles, while leveraging the strong recognition of the Pepsi and Mountain Dew brands.  A tailgating-focused media relations campaign was developed for the Pepsi Remote Controlled Cooler, as the product was launched just in time for the fall tailgating season. Additionally, Coyne PR leveraged the holiday gifting season with media to generate coverage for the Mountain Dew apparel and sporting goods, as well as the Pepsi cooler.

Impact
: Coyne PR generated over 20 million media impressions across a vast array of media outlets during the 3-month campaign. Key placements included USAToday.com, Gizmodo, New York Daily News, St. Louis Post-Dispatch, New England Sports Network, GuysGab.com and Examiner.com.

ThinkThin

Issue: thinkThin® products provide natural and delicious portable nutrition to support the health and well being of busy, active people who care about what they eat. All thinkThin® natural snack bars are based on three nutritional principles: no refined sugar, a good source of protein and gluten free. thinkThin challenged Coyne PR to raise the brand profile and secure features for the Founder and CEO Lizanne Falsetto to create local and national buzz around the company and help drive sales.

Idea: thinkThin has close ties to Whole Foods and is another growing company in support of non-GMO products. Lizanne is a natural spokesperson to speak to “the right to know,” when it comes to ingredients in food.  She is also an extremely interesting businesswoman who wants to create a movement to abolish the word diet and replace it with weight wellness. 

The team has been actively pitching Lizanne as a former model but also a smart, entrepreneur who founded her company in her own kitchen. Since thinkThin also tastes great and is a favorite snack for celebrities such as Heidi Klum, Jennifer Lopez and Ryan Seacrest, the team has also reached out to entertainment magazines, red carpet events, and green rooms of talk shows for seeding opportunities.

Impact: The program is still active and to date stories have appeared in New York Times, Self, Entrepreneur magazine, US Weekly, ET.com, Huffington Post, AOL, Business Rockstars, e! Online, Extra, The Queen Latifah Show, Monstersandcritics.com and many more

Raising the CEO's Profile

Issue: thinkThin® products provide natural and delicious portable nutrition to support the health and well being of busy, active people who care about what they eat. All thinkThin® natural snack bars are based on three nutritional principles: no refined sugar, a good source of protein and gluten free. thinkThin challenged Coyne PR to raise the brand profile and secure features for the Founder and CEO Lizanne Falsetto to create local and national buzz around the company and help drive sales.

Idea: thinkThin has close ties to Whole Foods and is another growing company in support of non-GMO products. Lizanne is a natural spokesperson to speak to “the right to know,” when it comes to ingredients in food.  She is also an extremely interesting businesswoman who wants to create a movement to abolish the word diet and replace it with weight wellness. 

The team has been actively pitching Lizanne as a former model but also a smart, entrepreneur who founded her company in her own kitchen. Since thinkThin also tastes great and is a favorite snack for celebrities such as Heidi Klum, Jennifer Lopez and Ryan Seacrest, the team has also reached out to entertainment magazines, red carpet events, and green rooms of talk shows for seeding opportunities.

Impact: The program is still active and to date stories have appeared in New York Times, Self, Entrepreneur magazine, US Weekly, ET.com, Huffington Post, AOL, Business Rockstars, e! Online, Extra, The Queen Latifah Show, Monstersandcritics.com and many more

ARAMARK

Issue: When baseball’s best and brightest stars stepped up to the plate at the 84th annual Major League Baseball All-Star Game on July 16, 2013, Coyne PR was tasked with whetting fan appetites for the official 2013 MLB All-Star Game culinary menu provided by ARAMARK—the exclusive food and beverage partner of Citi Field and 10 other Major League Baseball teams around the country.

Idea: Prior to the Midsummer Classic, Coyne PR introduced media to the special All-Star Meatball Hero menu item, executed a media-exclusive menu unveil event for top-tier sports, food and lifestyle outlets, and conducted food drops across the city for hosts and producers to chew on and chat about! The team also tapped into ARAMARK’s human-interest media potential at a regional and national level via its All-Star Vendor Program, which gifts standout employees with a trip to work the big game

Impact: The team secured national and local broadcast, online and print media totaling more than 71 placements and 16 million media impressions, with hits in USA TODAY, New York Daily News, Zagat, WPIX-11, Newsday and “Fox & Friends,” among others.  ARAMARK’s All-Star Menu and All-Star Vendors were also popular topics on Twitter, with leading social media figures including Anna Kooiman of “Fox & Friends,” the MLB Fan Cave handle, ESPN’s Darren Rovell, Neil Best of Newsday and USA TODAY’s “For The Win” handle, recognizing ARAMARK and its All-Star programs.  Coyne PR also worked with ARAMARK Executive Chef Robert Flowers as a spokesperson, raising his profile as a player in the New York City culinary scene and reaffirming Citi Field as a culinary destination in its own right.

Grand Slam Results With an All-Star Menu

Issue: When baseball’s best and brightest stars stepped up to the plate at the 84th annual Major League Baseball All-Star Game on July 16, 2013, Coyne PR was tasked with whetting fan appetites for the official 2013 MLB All-Star Game culinary menu provided by ARAMARK—the exclusive food and beverage partner of Citi Field and 10 other Major League Baseball teams around the country.

Idea: Prior to the Midsummer Classic, Coyne PR introduced media to the special All-Star Meatball Hero menu item, executed a media-exclusive menu unveil event for top-tier sports, food and lifestyle outlets, and conducted food drops across the city for hosts and producers to chew on and chat about! The team also tapped into ARAMARK’s human-interest media potential at a regional and national level via its All-Star Vendor Program, which gifts standout employees with a trip to work the big game

Impact: The team secured national and local broadcast, online and print media totaling more than 71 placements and 16 million media impressions, with hits in USA TODAY, New York Daily News, Zagat, WPIX-11, Newsday and “Fox & Friends,” among others.  ARAMARK’s All-Star Menu and All-Star Vendors were also popular topics on Twitter, with leading social media figures including Anna Kooiman of “Fox & Friends,” the MLB Fan Cave handle, ESPN’s Darren Rovell, Neil Best of Newsday and USA TODAY’s “For The Win” handle, recognizing ARAMARK and its All-Star programs.  Coyne PR also worked with ARAMARK Executive Chef Robert Flowers as a spokesperson, raising his profile as a player in the New York City culinary scene and reaffirming Citi Field as a culinary destination in its own right.

General Mills

ISSUE: Coyne PR worked closely with General Mills to create what came to be known as MyBlogSpark, a 9,000+ network that connects brands with bloggers – the first CPG-owned blogger network. Recognizing the powerful voice of bloggers, Coyne PR worked with select bloggers in every step of the network’s journey, using them as a sounding board to gather insights, establish “best practices” and build a network that bloggers would find useful, enjoyable, and engaging.

IDEA: The network’s proprietary research platform helps identify the strongest potential advocates for a brand. Creative, customized programs provide authentic, engaging content that drives consumer action.  Campaign metrics include impressions, blog posts, web site visits, and coupon redemptions.

IMPACT: Coyne PR has developed and executed hundreds of successful campaigns for some of the nation’s top brands both within and outside General Mills, including Progresso, Green Giant, Pillsbury, Big G Cereals, Yoplait, Fiber One, Old El Paso, Swiffer, Pantene, Hasbro, Children’s Advil, Burger King, Crayola, and Seventh Generation.  We have also created specific brand-retailer programs with Walmart, Target, Kroger, and Publix, among others.

Sparking Online Conversation

ISSUE: Coyne PR worked closely with General Mills to create what came to be known as MyBlogSpark, a 9,000+ network that connects brands with bloggers – the first CPG-owned blogger network. Recognizing the powerful voice of bloggers, Coyne PR worked with select bloggers in every step of the network’s journey, using them as a sounding board to gather insights, establish “best practices” and build a network that bloggers would find useful, enjoyable, and engaging.

IDEA: The network’s proprietary research platform helps identify the strongest potential advocates for a brand. Creative, customized programs provide authentic, engaging content that drives consumer action.  Campaign metrics include impressions, blog posts, web site visits, and coupon redemptions.

IMPACT: Coyne PR has developed and executed hundreds of successful campaigns for some of the nation’s top brands both within and outside General Mills, including Progresso, Green Giant, Pillsbury, Big G Cereals, Yoplait, Fiber One, Old El Paso, Swiffer, Pantene, Hasbro, Children’s Advil, Burger King, Crayola, and Seventh Generation.  We have also created specific brand-retailer programs with Walmart, Target, Kroger, and Publix, among others.

Solae

Issue: Solae retained Coyne PR to help build credibility for a new plant-based omega-3 fatty acid:  Stearidonic acid soybean oil (SDA) and generate positive mentions for its Soy Protein Isolates.

Idea: Coyne PR organized a series of presentations to key influencers around scientific and nutrition conferences including a Satellite Symposium with the American Society for Nutrition (ASN).  Additionally, key registered dieticians were tapped to help deliver messaging to key print, online and broadcast media.

Impact: The events exceeded capacity attendance and were extremely well-received, garnering positive feedback from attendees, and providing key learnings and feedback for future communication and research. 

Growing Support for Plant-Based Protein

Issue: Solae retained Coyne PR to help build credibility for a new plant-based omega-3 fatty acid:  Stearidonic acid soybean oil (SDA) and generate positive mentions for its Soy Protein Isolates.

Idea: Coyne PR organized a series of presentations to key influencers around scientific and nutrition conferences including a Satellite Symposium with the American Society for Nutrition (ASN).  Additionally, key registered dieticians were tapped to help deliver messaging to key print, online and broadcast media.

Impact: The events exceeded capacity attendance and were extremely well-received, garnering positive feedback from attendees, and providing key learnings and feedback for future communication and research. 

Fiber One Chewy

Issue: The Fiber One brand entered the cluttered category of children’s snacks with the launch of new Fiber One Chewy bars, challenging Coyne PR to find an interesting and groundbreaking way to let moms know about the new offering.

Idea: Recognizing its growth and popularity among moms, Pinterest became a logical platform to launch the new product. Coyne PR recommended that the brand partner with popular “foodologist” Hungry Girl (Lisa Lillien). Coyne PR helped Fiber One Chewy identify moms who provide smart, fun snacking options for their kids and highlighted them as “Snack Champs.”  Hungry Girl surprised this select group of moms with a repin on a Pinterest board sponsored by Fiber One Chewy, and an exclusive few received a “Snack Champ” kit containing product and branded promotional items.

Impact: The visibility of the partnership was evident in the thousands of repins generated by consumers on the Fiber One Chewy sponsored board, in addition to product coupons printed as a result of the Pinterest execution alone. Coyne PR also generated buzz within the industry through a marketing exclusive with Stuart Elliott of the The New York Times, positioning Fiber One as a modern marketer evolving with consumers’ media consumption habits.

A Pinteresting Way to Launch Fiber One Chewy Bars

Issue: The Fiber One brand entered the cluttered category of children’s snacks with the launch of new Fiber One Chewy bars, challenging Coyne PR to find an interesting and groundbreaking way to let moms know about the new offering.

Idea: Recognizing its growth and popularity among moms, Pinterest became a logical platform to launch the new product. Coyne PR recommended that the brand partner with popular “foodologist” Hungry Girl (Lisa Lillien). Coyne PR helped Fiber One Chewy identify moms who provide smart, fun snacking options for their kids and highlighted them as “Snack Champs.”  Hungry Girl surprised this select group of moms with a repin on a Pinterest board sponsored by Fiber One Chewy, and an exclusive few received a “Snack Champ” kit containing product and branded promotional items.

Impact: The visibility of the partnership was evident in the thousands of repins generated by consumers on the Fiber One Chewy sponsored board, in addition to product coupons printed as a result of the Pinterest execution alone. Coyne PR also generated buzz within the industry through a marketing exclusive with Stuart Elliott of the The New York Times, positioning Fiber One as a modern marketer evolving with consumers’ media consumption habits.

The Hershey Company

Issue: The Hershey Company turned to Coyne PR to create a consumer and influencer engagement strategy to support the iconic company’s commitment to consumer health and wellness, and support what research was already saying - that chocolate can be part of a healthy, balanced diet. The campaign – called Moderation Nation – sought to educate consumers that moderation, not deprivation, is the key to a balanced lifestyle.

Idea: Coyne PR crafted a strategic partnership with the American Council on Exercise (ACE) to get America on their feet and enjoying physical activity in a fun way – through dance. The campaign’s spokesperson, Nancy O’Dell of Entertainment Tonight, kicked off with a national event in Hershey, PA where hundreds of residents put on their dancing shoes

Impact: The campaign generated more than 1500 stories resulting in nearly 300 million media impressions between the months of April and August, including placements in major national outlets, including USA Today, Associated Press, Sports Illustrated, Fox & Friends, as well as broadcast and print stories in every local HTFG market where Moderation Nation events occurred.  

Making a Case for Moderation

Issue: The Hershey Company turned to Coyne PR to create a consumer and influencer engagement strategy to support the iconic company’s commitment to consumer health and wellness, and support what research was already saying - that chocolate can be part of a healthy, balanced diet. The campaign – called Moderation Nation – sought to educate consumers that moderation, not deprivation, is the key to a balanced lifestyle.

Idea: Coyne PR crafted a strategic partnership with the American Council on Exercise (ACE) to get America on their feet and enjoying physical activity in a fun way – through dance. The campaign’s spokesperson, Nancy O’Dell of Entertainment Tonight, kicked off with a national event in Hershey, PA where hundreds of residents put on their dancing shoes

Impact: The campaign generated more than 1500 stories resulting in nearly 300 million media impressions between the months of April and August, including placements in major national outlets, including USA Today, Associated Press, Sports Illustrated, Fox & Friends, as well as broadcast and print stories in every local HTFG market where Moderation Nation events occurred.  

Pillsbury Bake-Off

Issue: Coyne PR was asked to whip up extensive national and local market media coverage for the prestigious Pillsbury Bake-Off® Contest.
 
Idea: Coyne PR worked closely with the 100 finalists from across the country to develop local market interest stories and customized pitches in order to provide a hook for both print and broadcast media.
 
Impact:
The results were fully baked with 9,000 stories and nearly 735 million media impressions were garnered.   Notable coverage included USA Today, Woman’s World, Yahoo! News, MSNBC, People.com, CNN Eatocracy and NBC Nightly News.

Whipping Up Results for the 45th Pillsbury Bake-Off Contest

Issue: Coyne PR was asked to whip up extensive national and local market media coverage for the prestigious Pillsbury Bake-Off® Contest.
 
Idea: Coyne PR worked closely with the 100 finalists from across the country to develop local market interest stories and customized pitches in order to provide a hook for both print and broadcast media.
 
Impact:
The results were fully baked with 9,000 stories and nearly 735 million media impressions were garnered.   Notable coverage included USA Today, Woman’s World, Yahoo! News, MSNBC, People.com, CNN Eatocracy and NBC Nightly News.

Burger King

Issue: BURGER KING® charged Coyne PR with launching its new BK CROWN Program, which included a partnership with three charitable organizations, giving children the opportunity to give back and learn the importance of their contributions, as well as a redesign of the iconic crown.

Idea: To celebrate the new BK CROWN Program, the team constructed a BK® crown large enough to fit the Statue of Liberty – 15-feet high by 19-feet wide with a circumference of 60-feet – and sailed the Guinness World Records®-setting sculpture down the Hudson River towards Liberty Island.  In alignment with the charitable nature of the program, BURGER KING® also donated $125,000 to the Statue of Liberty’s refurbishment project for her 125th birthday.

Impact: From an exclusive feature article in USA Today to a national live feed with Fox & Friends from the event site to unveil the colossal crown, the BK CROWN Program was included in more than 2,800 stories, garnering over 714 million media impressions.

A Crowning Moment

Issue: BURGER KING® charged Coyne PR with launching its new BK CROWN Program, which included a partnership with three charitable organizations, giving children the opportunity to give back and learn the importance of their contributions, as well as a redesign of the iconic crown.

Idea: To celebrate the new BK CROWN Program, the team constructed a BK® crown large enough to fit the Statue of Liberty – 15-feet high by 19-feet wide with a circumference of 60-feet – and sailed the Guinness World Records®-setting sculpture down the Hudson River towards Liberty Island.  In alignment with the charitable nature of the program, BURGER KING® also donated $125,000 to the Statue of Liberty’s refurbishment project for her 125th birthday.

Impact: From an exclusive feature article in USA Today to a national live feed with Fox & Friends from the event site to unveil the colossal crown, the BK CROWN Program was included in more than 2,800 stories, garnering over 714 million media impressions.

General Mills

Issue: General Mills asked Coyne PR to generate a national buzz surrounding the Hamburger Helper® Show Your Helping Hand campaign, which included a partnership with GRAMMY® Award-winning singer, songwriter and actor Tim McGraw to help Feeding America® deliver millions of meals to local food banks.

Idea: The campaign launched in New York City with a press event featuring Tim McGraw. To drive social media and word of mouth engagement, bloggers and influencers were provided with a Public Service Announcement from Tim McGraw and campaign information, “Show Your Helping Hand” badges were created for bloggers to post on their sites, and a Twitter Party focused on the importance of giving back during the holidays.

Impact: Tim McGraw’s Public Service Announcement aired more than 245 times on broadcast affiliates across the country, and nearly 100 blog posts and 2,000 tweets were secured throughout the campaign.  

A Round of Applause for a Great Helping Hand

Issue: General Mills asked Coyne PR to generate a national buzz surrounding the Hamburger Helper® Show Your Helping Hand campaign, which included a partnership with GRAMMY® Award-winning singer, songwriter and actor Tim McGraw to help Feeding America® deliver millions of meals to local food banks.

Idea: The campaign launched in New York City with a press event featuring Tim McGraw. To drive social media and word of mouth engagement, bloggers and influencers were provided with a Public Service Announcement from Tim McGraw and campaign information, “Show Your Helping Hand” badges were created for bloggers to post on their sites, and a Twitter Party focused on the importance of giving back during the holidays.

Impact: Tim McGraw’s Public Service Announcement aired more than 245 times on broadcast affiliates across the country, and nearly 100 blog posts and 2,000 tweets were secured throughout the campaign.  

MultiGrain Cheerios

Issue: Coyne PR was asked to “weigh in” on MultiGrain Cheerios’ partnership with NBC’s The Biggest Loser and help drive traffic to MultiGrainCheerios.com, where consumers entering an on-pack code could unlock exclusive recipes, tips, and tools. 

Idea: Coyne PR put together a 20-week program featuring Twitter parties, blogger relations, a video series and online partnerships.  Fans interacted with the most recently eliminated Biggest Loser contestant on Twitter and exchanged weight management tips, and received recipes from the brand.

Impact: The program was a major success, resulting in nearly 14,000 tweets, posts and traditional media placements, more than 65 million impressions, and an increase in unique site visits throughout the program.

Winning Big with The Biggest Loser

Issue: Coyne PR was asked to “weigh in” on MultiGrain Cheerios’ partnership with NBC’s The Biggest Loser and help drive traffic to MultiGrainCheerios.com, where consumers entering an on-pack code could unlock exclusive recipes, tips, and tools. 

Idea: Coyne PR put together a 20-week program featuring Twitter parties, blogger relations, a video series and online partnerships.  Fans interacted with the most recently eliminated Biggest Loser contestant on Twitter and exchanged weight management tips, and received recipes from the brand.

Impact: The program was a major success, resulting in nearly 14,000 tweets, posts and traditional media placements, more than 65 million impressions, and an increase in unique site visits throughout the program.

AMP Energy

Issue: AMP Energy, the premiere energy brand of Pepsi-Cola North American Beverages, was on the hunt for a PR agency that could not only drive engagement, brand affinity, and conversion, but also make a splash for the launch of its new AMP Energy 100 percent Juice.
 
Idea: Coyne PR implemented a multi-team approach to ensure AMP Energy had the right minds thinking about them every day, from beverage experts to NASCAR and sports experts, not to mention teams comprised of the core millennial audience.  Coyne PR created a strategic activation plan fueled with creativity designed to keep AMP Energy top of mind with energy drink consumers.  From leveraging its sponsored athletes including Dale, Jr., Hannah Teter and Uriah Faber to creating unique blogger and fan engagement tactics, Coyne PR saturated the traditional and social media space with AMP Energy news.
 
Impact: Coyne PR’s media strategy successfully targeted core millennial media, including AskMen.com, Complex.com, and Heavy.com along with USA Today, Yahoo! and FOX Sports, all of which have helped to spread the word about the expanded lineup of offerings and that AMP Energy keeps its fans connected and on top of their game for whatever life offers, day or night. 

AMPing Up the Brand

Issue: AMP Energy, the premiere energy brand of Pepsi-Cola North American Beverages, was on the hunt for a PR agency that could not only drive engagement, brand affinity, and conversion, but also make a splash for the launch of its new AMP Energy 100 percent Juice.
 
Idea: Coyne PR implemented a multi-team approach to ensure AMP Energy had the right minds thinking about them every day, from beverage experts to NASCAR and sports experts, not to mention teams comprised of the core millennial audience.  Coyne PR created a strategic activation plan fueled with creativity designed to keep AMP Energy top of mind with energy drink consumers.  From leveraging its sponsored athletes including Dale, Jr., Hannah Teter and Uriah Faber to creating unique blogger and fan engagement tactics, Coyne PR saturated the traditional and social media space with AMP Energy news.
 
Impact: Coyne PR’s media strategy successfully targeted core millennial media, including AskMen.com, Complex.com, and Heavy.com along with USA Today, Yahoo! and FOX Sports, all of which have helped to spread the word about the expanded lineup of offerings and that AMP Energy keeps its fans connected and on top of their game for whatever life offers, day or night. 

Mountain Dew

Issue: The Winter Dew Tour, Mountain Dew’s top sports property and a crown jewel for PepsiCo, Mountain Dew’s parent company, needed a boost reaching its core audience of Millennials.

Idea: After months of research, Coyne PR created the Ultimate Winter Dew Tour Experience, an immersion program where Coyne PR hosted top-tier Millennial media in Breckenridge, Colo., the first stop of the Winter Dew Tour. A comprehensive immersion program was devised and included: a Mountain Dew Green Label Art concert featuring the Cool Kids and The Knocks, one-on-one snowboard lessons from former Dew Tour champion and Dew spokesperson Keir Dillon and front row access to every event where journalists captured exclusive video and online content.

Impact: Coyne PR identified and secured participation from five respected Millennial journalists including editors from Askmen.com, Crave Online, Death + Taxes, Nylon and Juxtapoz. The Ultimate Winter Dew Tour experience afforded the journalists the opportunity to capture the sports, music and culture of the Winter Dew Tour with exclusive and original content.

Winter Dew Tour

Issue: The Winter Dew Tour, Mountain Dew’s top sports property and a crown jewel for PepsiCo, Mountain Dew’s parent company, needed a boost reaching its core audience of Millennials.

Idea: After months of research, Coyne PR created the Ultimate Winter Dew Tour Experience, an immersion program where Coyne PR hosted top-tier Millennial media in Breckenridge, Colo., the first stop of the Winter Dew Tour. A comprehensive immersion program was devised and included: a Mountain Dew Green Label Art concert featuring the Cool Kids and The Knocks, one-on-one snowboard lessons from former Dew Tour champion and Dew spokesperson Keir Dillon and front row access to every event where journalists captured exclusive video and online content.

Impact: Coyne PR identified and secured participation from five respected Millennial journalists including editors from Askmen.com, Crave Online, Death + Taxes, Nylon and Juxtapoz. The Ultimate Winter Dew Tour experience afforded the journalists the opportunity to capture the sports, music and culture of the Winter Dew Tour with exclusive and original content.

Mountain Dew

Issue: Mountain Dew, one of the premier products of PepsiCo Beverages Americas (PBA), enlisted Coyne PR to get the right type of media coverage for its Green Label Art: Shop Series, a nationwide contest where skate shops and skate artists competed to have their design featured on a nationally distributed Mountain Dew can.

Idea: Coyne PR created a media strategy that included a kick-off event, a winner announcement and a multi-tiered giveaway plan to sustain the program. To kick-off the program, Coyne PR created an event at the first Dew Tour stop in Boston and utilized DEW athlete and program spokesperson Paul Rodriguez and legendary skate artist Don Pendleton to activate voting and unveil their design that would serve as the face of the program.  The GLA: Shop Series culminated with a winner announcement event at the final Dew Tour stop in Las Vegas. 

Impact: Coyne PR garnered feature stories on Yahoo! Grind TV – the nation’s No. 1 action sports outlet, the Los Angeles Times, the Boston Herald and Crave Online. The agency sustained the program in key endemic media outlets including the Los Angeles Action Sports Examiner, Willamette Week, Beverage World and PDX Pipeline, among others. Coyne PR secured more 40 million media impressions for this unique program. 

Green Label Art

Issue: Mountain Dew, one of the premier products of PepsiCo Beverages Americas (PBA), enlisted Coyne PR to get the right type of media coverage for its Green Label Art: Shop Series, a nationwide contest where skate shops and skate artists competed to have their design featured on a nationally distributed Mountain Dew can.

Idea: Coyne PR created a media strategy that included a kick-off event, a winner announcement and a multi-tiered giveaway plan to sustain the program. To kick-off the program, Coyne PR created an event at the first Dew Tour stop in Boston and utilized DEW athlete and program spokesperson Paul Rodriguez and legendary skate artist Don Pendleton to activate voting and unveil their design that would serve as the face of the program.  The GLA: Shop Series culminated with a winner announcement event at the final Dew Tour stop in Las Vegas. 

Impact: Coyne PR garnered feature stories on Yahoo! Grind TV – the nation’s No. 1 action sports outlet, the Los Angeles Times, the Boston Herald and Crave Online. The agency sustained the program in key endemic media outlets including the Los Angeles Action Sports Examiner, Willamette Week, Beverage World and PDX Pipeline, among others. Coyne PR secured more 40 million media impressions for this unique program. 

Cascadian Farm

Issue: Coyne PR was charged with leveraging Cascadian Farm’s sponsorship of the PBS television show, Chefs A’Field, which was filmed at the Cascadian Home Farm in Skagit Valley, WA.

Idea: Coyne PR developed a plan to capture “organic” behind-the-scenes footage from the show’s filming to incorporate into an SMPR (social media press release) to begin to drive buzz about the sponsorship and upcoming episode prior to the airing. Chef Christine Keff, who was featured in an episode and is known for her movement in organics in the restaurant business, produced a series of recipes that were included in the SMPR. The goal was to leverage all assets available during the filming while at the farm – from footage to spokespeople to product in recipes.

Impact: The SMPR was distributed to a wide range of appropriate media outlets, from food to green to lifestyle, inclusive of everything the LOHAS (lifestyle of health and sustainability) consumer reads.

Chefs A'Field

Issue: Coyne PR was charged with leveraging Cascadian Farm’s sponsorship of the PBS television show, Chefs A’Field, which was filmed at the Cascadian Home Farm in Skagit Valley, WA.

Idea: Coyne PR developed a plan to capture “organic” behind-the-scenes footage from the show’s filming to incorporate into an SMPR (social media press release) to begin to drive buzz about the sponsorship and upcoming episode prior to the airing. Chef Christine Keff, who was featured in an episode and is known for her movement in organics in the restaurant business, produced a series of recipes that were included in the SMPR. The goal was to leverage all assets available during the filming while at the farm – from footage to spokespeople to product in recipes.

Impact: The SMPR was distributed to a wide range of appropriate media outlets, from food to green to lifestyle, inclusive of everything the LOHAS (lifestyle of health and sustainability) consumer reads.

Mountain Dew

Issue: Pepsico came to Coyne PR looking for a critical evolution in their brand behavior and thinking. Through Mountain Dew’s DEWmocracy, PepsiCo discovered that consumers not only expect to be involved in brand decisions, they want to lead the charge. This time doe the launch of DEWmocracy 2, Pepsico wanted to utilize social media to drive a “consumer-led innovation.”

Idea: The seven-stage campaign, which relied heavily on social media tools, such as Facebook, Twitter and Mountain Dew’s own social network DEW Labs. The brand involved their loyal DEW fans in every key decision from the color, name and flavor to label design and marketing of three potential Mountain Dew beverages. The team helped to strengthen PepsiCo and Mountain Dew’s reputation as a marketing leader and innovator, as well as profile Mountain Dew as a brand that embraces collaboration and co-creation with fans.

Impact: The Coyne PR team garnered more than 195 million impressions and over 3,000 placements. Consumer engagement throughout DEWmocracy 2 was tremendous as well, with Mountain Dew’s Facebook fan page increasing by 800,000 fans and nearly 1.4 million consumer votes. 

DEWmocracy 2

Issue: Pepsico came to Coyne PR looking for a critical evolution in their brand behavior and thinking. Through Mountain Dew’s DEWmocracy, PepsiCo discovered that consumers not only expect to be involved in brand decisions, they want to lead the charge. This time doe the launch of DEWmocracy 2, Pepsico wanted to utilize social media to drive a “consumer-led innovation.”

Idea: The seven-stage campaign, which relied heavily on social media tools, such as Facebook, Twitter and Mountain Dew’s own social network DEW Labs. The brand involved their loyal DEW fans in every key decision from the color, name and flavor to label design and marketing of three potential Mountain Dew beverages. The team helped to strengthen PepsiCo and Mountain Dew’s reputation as a marketing leader and innovator, as well as profile Mountain Dew as a brand that embraces collaboration and co-creation with fans.

Impact: The Coyne PR team garnered more than 195 million impressions and over 3,000 placements. Consumer engagement throughout DEWmocracy 2 was tremendous as well, with Mountain Dew’s Facebook fan page increasing by 800,000 fans and nearly 1.4 million consumer votes. 

Old Bay

Issue: To celebrate its 70th anniversary, OLD BAY hooked Coyne PR in to help increase brand awareness among new users and drive additional usage with existing consumers. Coyne PR took the bait and developed a yearlong campaign that leveraged the intensity and passion of OLD BAY’s fans.

Idea: Coyne PR cast a wide net to food media to make them aware of the 70th anniversary of the brand, introducing new twists on classic summer recipes to contemporize the brand. Coyne PR got social with this seasoning by conducting a comprehensive blogger initiative, offering a chance to show off their cooking skills and also share the spice with friends through a giveaway. Facebook fans also celebrated the “Holi-Bays” with the brand through a recipe contest on the OLD BAY page. Additionally, Coyne PR hit it out of the park with an event at Camden Yards where Duff Goldman of the Food Network’s “Ace of Cakes” created a larger-than-life cake replicating the iconic OLD BAY can. 
  
Impact:
The yearlong campaign reeled in nearly 950 print, broadcast and online placements, garnering 111 million media impressions. The amazing results ranged from coverage on The Food Network’s “Ace of Cakes” to features in The Washington Post, Baltimore Sun, NYDailyNews.com, NYTimes.com, Houston Chronicle, Richmond Times Dispatch and top food blogs.

Reeling in a Successful 70th Anniversary

Issue: To celebrate its 70th anniversary, OLD BAY hooked Coyne PR in to help increase brand awareness among new users and drive additional usage with existing consumers. Coyne PR took the bait and developed a yearlong campaign that leveraged the intensity and passion of OLD BAY’s fans.

Idea: Coyne PR cast a wide net to food media to make them aware of the 70th anniversary of the brand, introducing new twists on classic summer recipes to contemporize the brand. Coyne PR got social with this seasoning by conducting a comprehensive blogger initiative, offering a chance to show off their cooking skills and also share the spice with friends through a giveaway. Facebook fans also celebrated the “Holi-Bays” with the brand through a recipe contest on the OLD BAY page. Additionally, Coyne PR hit it out of the park with an event at Camden Yards where Duff Goldman of the Food Network’s “Ace of Cakes” created a larger-than-life cake replicating the iconic OLD BAY can. 
  
Impact:
The yearlong campaign reeled in nearly 950 print, broadcast and online placements, garnering 111 million media impressions. The amazing results ranged from coverage on The Food Network’s “Ace of Cakes” to features in The Washington Post, Baltimore Sun, NYDailyNews.com, NYTimes.com, Houston Chronicle, Richmond Times Dispatch and top food blogs.

The Zone Diet

Issue: Coyne PR was charged with promoting The Zone diet and its creator, best-selling author Dr. Barry Sears.

Idea: Coyne PR developed and implemented a multi-faceted campaign to help media and consumers alike understand the science behind The Zone, and why it works and will help them lose weight and get healthy. From new product launches and promoting clinical studies to supporting Dr. Sears’ work with the world’s heaviest man, Manuel Uribe, and book tours, Coyne PR positioned Dr. Sears as a leading authority in consumer health and wellness, and generated positive buzz around The Zone as a lifestyle rather than a diet.

Impact: Coyne PR kicked media coverage for The Zone and Dr. Barry Sears into high-gear, garnering impressive national media placements from The Discovery Channel to Men’s Health to US Weekly, and local and regional placements in key markets, including New York, Chicago, Washington, D.C. and Houston, among others.

A Healthy Lifestyle

Issue: Coyne PR was charged with promoting The Zone diet and its creator, best-selling author Dr. Barry Sears.

Idea: Coyne PR developed and implemented a multi-faceted campaign to help media and consumers alike understand the science behind The Zone, and why it works and will help them lose weight and get healthy. From new product launches and promoting clinical studies to supporting Dr. Sears’ work with the world’s heaviest man, Manuel Uribe, and book tours, Coyne PR positioned Dr. Sears as a leading authority in consumer health and wellness, and generated positive buzz around The Zone as a lifestyle rather than a diet.

Impact: Coyne PR kicked media coverage for The Zone and Dr. Barry Sears into high-gear, garnering impressive national media placements from The Discovery Channel to Men’s Health to US Weekly, and local and regional placements in key markets, including New York, Chicago, Washington, D.C. and Houston, among others.

Campbell's Chunky Soup

Issue: The Campbell Soup Company reached out to Coyne to extend the equity in Chunky soup’s NFL sponsorship, maximize media coverage during the NFL season to coincide with the key soup consumption period, and generate nationwide media coverage for the launch of Chunky chili, specifically around the target consumer – 18- 49 year old male football fans.
 
Idea: The team set out to celebrate one of the most beloved NFL Sunday traditions by partnering with Joe Cahn, the Commissioner of Tailgating. At each stadium, Cahn tested fans’ skills and gave away tickets to the game. Joe Cahn’s tailgating tour culminated at the Super Bowl. Philadelphia Eagles QB Donovan McNabb and Pittsburgh Steelers RB Jerome Bettis battled it out for supremacy. The winning team earned one million cans of Chunky soup for food banks nationwide on behalf of their conference.  

Impact: Throughout the year’s program, nearly 800 stories and more than 350 media impressions were garnered, a 214 percent increase over the previous year’s program.  On average, 2.5 stories ran per day from Kickoff in September to Super Bowl Sunday.  Campbell executives called it the most successful PR campaign in the brand’s long history.

 

Waiting for Tailgating Challenge

Issue: The Campbell Soup Company reached out to Coyne to extend the equity in Chunky soup’s NFL sponsorship, maximize media coverage during the NFL season to coincide with the key soup consumption period, and generate nationwide media coverage for the launch of Chunky chili, specifically around the target consumer – 18- 49 year old male football fans.
 
Idea: The team set out to celebrate one of the most beloved NFL Sunday traditions by partnering with Joe Cahn, the Commissioner of Tailgating. At each stadium, Cahn tested fans’ skills and gave away tickets to the game. Joe Cahn’s tailgating tour culminated at the Super Bowl. Philadelphia Eagles QB Donovan McNabb and Pittsburgh Steelers RB Jerome Bettis battled it out for supremacy. The winning team earned one million cans of Chunky soup for food banks nationwide on behalf of their conference.  

Impact: Throughout the year’s program, nearly 800 stories and more than 350 media impressions were garnered, a 214 percent increase over the previous year’s program.  On average, 2.5 stories ran per day from Kickoff in September to Super Bowl Sunday.  Campbell executives called it the most successful PR campaign in the brand’s long history.

 

Pillsbury Bake-Off

Issue: General Mills charged Coyne PR with stirring up generate sustainable media coverage beyond the food pages leading up to the Pillsbury Bake-Off Contest.

Idea: To create an additional news hook for the 41st Pillsbury Bake-Off Contest, Coyne PR designed an announcement geared toward fashion and entertainment writers by joining the Pillsbury Bake-Off team in enlisting high-profile fashion designer, Isaac Mizrahi, to design the first-ever Pillsbury Bake-Off Contest apron, to be worn by all 100 finalists who would vie for the $1 million grand prize.

Impact: Media outlets across the country ate up the Mizrahi apron announcement, which generated nearly 6.5 million media impressions. Key placements included: Women’s Wear Daily, Entertainment Weekly, Minneapolis Star-Tribune, Dallas Morning News, Yahoo! News and USAToday.com.

Fashionable Partnership with Isaac Mizrahi

Issue: General Mills charged Coyne PR with stirring up generate sustainable media coverage beyond the food pages leading up to the Pillsbury Bake-Off Contest.

Idea: To create an additional news hook for the 41st Pillsbury Bake-Off Contest, Coyne PR designed an announcement geared toward fashion and entertainment writers by joining the Pillsbury Bake-Off team in enlisting high-profile fashion designer, Isaac Mizrahi, to design the first-ever Pillsbury Bake-Off Contest apron, to be worn by all 100 finalists who would vie for the $1 million grand prize.

Impact: Media outlets across the country ate up the Mizrahi apron announcement, which generated nearly 6.5 million media impressions. Key placements included: Women’s Wear Daily, Entertainment Weekly, Minneapolis Star-Tribune, Dallas Morning News, Yahoo! News and USAToday.com.

The Campbell's Soup Company

Issue: As an official sponsor of the Salt Lake City Olympic Games, Campbell’s Soup Company challenged Coyne PR to do something extraordinary to stand out from the other sponsors.

Idea: Coyne PR worked with Campbell’s to develop the “SOUPer Olympic Parents” program to raise awareness of its sponsorship. The campaign was created to honor the parents of the Olympic athletes, for all the time, transportation and encouragement they showed in support of their child to help get them to the Olympics. Fifteen finalists were gathered by having the US team from each sport nominate a parent of a current team member. The agency held a press conference at the US Figure Skating Championships in Los Angeles to announce the finalists, and presented each with a check to help with travel expenses to and from the Olympics.

Impact: Following the appearance of silver-medal-winning parents Jeff and Ruth FitzRandolph (parents of gold-medal-winning speedskater Casey FitzRandolph) on CNN during the Olympics, 29 different television stations ran the story. Cammi Granato, captain of the women’s hockey team, and her SOUPer gold-medal-winning mom Natalie appeared together on NBC’s “Today” to discuss the Campbell’s honor as well.  

Salt Lake Olympics

Issue: As an official sponsor of the Salt Lake City Olympic Games, Campbell’s Soup Company challenged Coyne PR to do something extraordinary to stand out from the other sponsors.

Idea: Coyne PR worked with Campbell’s to develop the “SOUPer Olympic Parents” program to raise awareness of its sponsorship. The campaign was created to honor the parents of the Olympic athletes, for all the time, transportation and encouragement they showed in support of their child to help get them to the Olympics. Fifteen finalists were gathered by having the US team from each sport nominate a parent of a current team member. The agency held a press conference at the US Figure Skating Championships in Los Angeles to announce the finalists, and presented each with a check to help with travel expenses to and from the Olympics.

Impact: Following the appearance of silver-medal-winning parents Jeff and Ruth FitzRandolph (parents of gold-medal-winning speedskater Casey FitzRandolph) on CNN during the Olympics, 29 different television stations ran the story. Cammi Granato, captain of the women’s hockey team, and her SOUPer gold-medal-winning mom Natalie appeared together on NBC’s “Today” to discuss the Campbell’s honor as well.  

V8 Splash

Issue: V8 Splash signed a three-year sponsorship deal with USA Swimming and called upon Coyne PR to not only leverage the sponsorship, but also create waves of nationwide media attention.

Idea: Coyne PR leveraged the sponsorship dollars by creating a national water safety campaign for kids called “April Pool’s Day.” The campaign launched at the USA Swimming Championships in Ft. Lauderdale, FL with a high-profile media event that included four Olympic Swimmers, including Janet Evans and Lenny Krayzelburg. The “April Pools Day” campaign then floated into local swim clubs across the country, where USA Swimming instructors held open sessions to the community about the importance of water safety.

Impact: The sponsorship announcement included more than 150 broadcast segments from coast to coast and Olympic athlete appearances in-studio on the CBS “Early Show,” CNN “Headline News,” and ESPN’s “Cold Pizza.” Additionally, the “April Pool’s Day” campaign was such a success in communities that it was sustained each year in swim clubs across the country for the duration of the sponsorship contract.

Sponsorship with USA Swimming

Issue: V8 Splash signed a three-year sponsorship deal with USA Swimming and called upon Coyne PR to not only leverage the sponsorship, but also create waves of nationwide media attention.

Idea: Coyne PR leveraged the sponsorship dollars by creating a national water safety campaign for kids called “April Pool’s Day.” The campaign launched at the USA Swimming Championships in Ft. Lauderdale, FL with a high-profile media event that included four Olympic Swimmers, including Janet Evans and Lenny Krayzelburg. The “April Pools Day” campaign then floated into local swim clubs across the country, where USA Swimming instructors held open sessions to the community about the importance of water safety.

Impact: The sponsorship announcement included more than 150 broadcast segments from coast to coast and Olympic athlete appearances in-studio on the CBS “Early Show,” CNN “Headline News,” and ESPN’s “Cold Pizza.” Additionally, the “April Pool’s Day” campaign was such a success in communities that it was sustained each year in swim clubs across the country for the duration of the sponsorship contract.

Yoplait Kids

Issue: Some things in life are free, and Yoplait Kids turned to Coyne PR to let people know about it; in this case, a free online coupon that the brand wanted to get into the hands of moms with kids ages zero to four to encourage product trial.

Idea: Coyne PR coordinated a blogger program and developed strategic partnerships with two popular online sites to distribute product information and the free coupon offer to more than 500,000 moms. Coyne PR also implemented a strong word-of-mouth program to reach influential moms across the country such as authors, freelance writers, website owners, and women who serve as leaders in their communities through PTA, community event organizers, and playgroup leaders. 

Impact: The Yoplait Kids program spooned up some yummy results, including nearly 3,000 placements and 35 million impressions. In the blogosphere, the campaign generated more than 100 placements, which garnered more than 270,000 impressions, and the download of more than 160,000 coupons, far surpassing what was anticipated by the brand.

Driving Trial Online

Issue: Some things in life are free, and Yoplait Kids turned to Coyne PR to let people know about it; in this case, a free online coupon that the brand wanted to get into the hands of moms with kids ages zero to four to encourage product trial.

Idea: Coyne PR coordinated a blogger program and developed strategic partnerships with two popular online sites to distribute product information and the free coupon offer to more than 500,000 moms. Coyne PR also implemented a strong word-of-mouth program to reach influential moms across the country such as authors, freelance writers, website owners, and women who serve as leaders in their communities through PTA, community event organizers, and playgroup leaders. 

Impact: The Yoplait Kids program spooned up some yummy results, including nearly 3,000 placements and 35 million impressions. In the blogosphere, the campaign generated more than 100 placements, which garnered more than 270,000 impressions, and the download of more than 160,000 coupons, far surpassing what was anticipated by the brand.

Cheerios

Issue: Coyne PR was challenged with positioning Cheerios as an authority on women’s heart health, highlighting the brand’s contributions to heart health causes and spread the word about the importance of having your cholesterol checked through the Cheerios Circle of Helping Hearts campaign.

Idea: Coyne PR launched an awareness campaign with the release of compelling survey results that revealed that more women check their computers for viruses than they check their cholesterol levels.  Dr. Lori Mosca, an expert in preventive cardiology, was utilized to help deliver important campaign messaging to print and broadcast media.  Additionally a word of mouth (WOM) campaign was launched through strategic partnerships with grassroots organizations to help spread the word about the campaign.

Impact: Coyne PR’s efforts got to the heart of the matter, spreading the message of the Cheerios Circle of Helping Hearts campaign by generating more than 4,000 print, online and broadcast media placements, garnering approximately 54 million impressions.

Circle for Helping Hearts

Issue: Coyne PR was challenged with positioning Cheerios as an authority on women’s heart health, highlighting the brand’s contributions to heart health causes and spread the word about the importance of having your cholesterol checked through the Cheerios Circle of Helping Hearts campaign.

Idea: Coyne PR launched an awareness campaign with the release of compelling survey results that revealed that more women check their computers for viruses than they check their cholesterol levels.  Dr. Lori Mosca, an expert in preventive cardiology, was utilized to help deliver important campaign messaging to print and broadcast media.  Additionally a word of mouth (WOM) campaign was launched through strategic partnerships with grassroots organizations to help spread the word about the campaign.

Impact: Coyne PR’s efforts got to the heart of the matter, spreading the message of the Cheerios Circle of Helping Hearts campaign by generating more than 4,000 print, online and broadcast media placements, garnering approximately 54 million impressions.

Tazo Tea

Issue: Demonstrate the artfully blended teas and unique tastes of Tazo to local food and lifestyle media in select markets.

Idea: Coyne PR created “Tazo Tea Dark Dining,” a multi-sensory journey for media to discover the Tazo Taste experience by dining on dishes and drinks infused with Tazo Tea. However, there was one unique exception – all the media was blindfolded! To leverage a local angle for the events, the team also worked with local culinary masters to create Tazo recipes and serve them during the Dark Dining event.

Impact: Coyne PR poured on the media for Tazo Tea, with more than 85 stories and 12 million impressions in just three local markets: San Francisco, Seattle and Denver. Tazo Tea was featured in media across all categories, including local television affiliates, top daily newspapers such as the Seattle Post-Intelligencer, Rocky Mountain News and Contra Costa Times, in addition to sites like YumSugar.com and Yahoo!

Dark Dining

Issue: Demonstrate the artfully blended teas and unique tastes of Tazo to local food and lifestyle media in select markets.

Idea: Coyne PR created “Tazo Tea Dark Dining,” a multi-sensory journey for media to discover the Tazo Taste experience by dining on dishes and drinks infused with Tazo Tea. However, there was one unique exception – all the media was blindfolded! To leverage a local angle for the events, the team also worked with local culinary masters to create Tazo recipes and serve them during the Dark Dining event.

Impact: Coyne PR poured on the media for Tazo Tea, with more than 85 stories and 12 million impressions in just three local markets: San Francisco, Seattle and Denver. Tazo Tea was featured in media across all categories, including local television affiliates, top daily newspapers such as the Seattle Post-Intelligencer, Rocky Mountain News and Contra Costa Times, in addition to sites like YumSugar.com and Yahoo!

Campbell's Soup Company

Issue: Coyne PR was asked to increase awareness and create a rosy glow surrounding Campbell’s specially designed pink and white labels of Tomato and Chicken Noodle condensed soups.

Idea: The pink and white labels were available at Kroger grocery stores nationwide during Breast Cancer Awareness Month in October, with a portion of proceeds benefiting breast cancer awareness initiatives in markets across the country served by Kroger. Coyne PR went above and beyond by extending the message of the changing of the iconic red and white label past the food pages to include media that cover cause marketing efforts and National Breast Cancer Awareness initiatives.

Impact: The campaign garnered 213 stories in October 2006, generating more than 61 million media impressions. Due to consumer demand, Kroger was forced to double its order for the two varieties in October 2006 compared to October of the previous year. Additionally sales of the Campbell’s Tomato and Chicken Noodle condensed soup varieties tripled over sales in October 2005.

Pink Label Campaign

Issue: Coyne PR was asked to increase awareness and create a rosy glow surrounding Campbell’s specially designed pink and white labels of Tomato and Chicken Noodle condensed soups.

Idea: The pink and white labels were available at Kroger grocery stores nationwide during Breast Cancer Awareness Month in October, with a portion of proceeds benefiting breast cancer awareness initiatives in markets across the country served by Kroger. Coyne PR went above and beyond by extending the message of the changing of the iconic red and white label past the food pages to include media that cover cause marketing efforts and National Breast Cancer Awareness initiatives.

Impact: The campaign garnered 213 stories in October 2006, generating more than 61 million media impressions. Due to consumer demand, Kroger was forced to double its order for the two varieties in October 2006 compared to October of the previous year. Additionally sales of the Campbell’s Tomato and Chicken Noodle condensed soup varieties tripled over sales in October 2005.


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The Food & Nutrition Leadership Team


client experience
  • AMP Energy
  • Arnold
  • Bake Off
  • Beam Suntory
  • Bimbo Bakeries
  • Browberry
  • Cadbury
  • Campbell’s
  • Candystand
  • Capri Sun
  • Cascadian Farm
  • Cheerios
  • Chex Mix
  • Chunky Soup
  • College Inn
  • Crystal Light
  • Del Monte
  • Diet Pepsi Max
  • Dr. Pepper
  • Eggland’s Best
  • Fiber One Chewy
  • General Mills
  • Hershey Moderation Nation
  • Hamburger Helper
  • Just Born, Inc.
  • Kraft
  • Lawrys
  • Lifesavers
  • Massimo Zanetti
  • Mccormick
  • Monsanto
  • Mountain Dew
  • Multigrain Cheerios
  • My Blog Spark
  • Nabisco
  • Nature Valley
  • Newman's Own
  • Old Bay
  • Oreo
  • Oroweat
  • PEEPS
  • PepsiCo
  • Perrigo Nutritionals
  • Pillsbury
  • Progresso
  • Red Robin
  • Ritz
  • Sauza
  • Sauza 901
  • Schwan
  • Shakeaway
  • Skinnygirl Cocktails
  • Sole
  • thinkThin
  • Yoplait
  • Wrigley