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).