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.