Issue: Coyne PR was charged to serve up coast-to-coast coverage for Chunky soup’s largest roster of athletes and their real-life moms to ever appear in the famed Campbell’s Chunky soup “Mama’s Boys” ad campaign.

Idea: Coyne PR announced the campaign to media nationwide by creating pre-shoot buzz with the announcement of the new roster and coordinating interviews with athletes and their moms with top local market media from the set of the shoot complete with customized b-roll packages, which were distributed to hometown markets.

Impact: The “Mama’s Boys” ad shoot generated feature stories announcing and picturing behind-the-scenes shots of the new Campbell’s Chunky soup ad campaign. The campaign generated nearly 250 “souper” stories and 77 million media impressions.