Issue: Kraft and Coyne PR chipped in to generate a healthy serving of nationwide buzz and excitement surrounding the launch of its new Toasted Chips. The key was to deliver the “toasted, not fried” message to consumers.

Idea: To launch Toasted Chips, Coyne PR created the “No Fry Zone” at Hermosa Beach in California. Actor George Hamilton served as spokesperson and face of the brand, and was on-hand to help the team unveil the World’s Largest Beach Towel, which set a Guinness World Record. Beachgoers joined Hamilton in pledging to choose toasted chips as an alternative to fried chips, and participated in a fun beach party featuring summer activities.

After the kickoff event, the team packed up the “No Fry Zone” and the World’s Largest Towel and headed east to celebrate July 4th weekend on the famed Coney Island in Brooklyn, NY.

Impact: The “No Fry Zone” program baked-up more than 1,400 media placements, generating more than 30 million media impressions. Key placements ranged from the Yahoo! homepage to a segment on ABC’s “Good Morning America..