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CASE STUDY:
CAMPBELL'S CHUNKY SOUP SNEAK PEAK OF THE CHUNKY SOUP AD SHOOT ISSUE: Chunky soup was gearing up for its advertising shoot with former NFL MVP LaDainian Tomlinson and challenged Coyne PR to spoon over souper media coverage for the announcement of the new campaign and product positioning. IDEA: Coyne PR worked hand-in-hand with Chunky’s advertising agency, Y&R, to ensure LT could be fully leveraged for PR during any downtime on the set of the shoot. Los Angeles was the home for the shoot, which Coyne PR fully maximized for national and local media interviews. In addition to not only capturing behind-the-scenes b-roll for media not onsite, the team also had LT shoot his own behind-the-scenes to be distributed to social media. IMPACT: The Chunky team was bowled over by the results of the ad shoot. With more than 75 stories resulting from the shoot and nearly 20 interviews conducted right from the set, Coyne PR garnered campaign-specific coverage for Chunky from ESPN and E! “The Daily 10” to online pickup on You Tube, Yahoo! Sports, Maxim.com, SI.com, and ESPNtheMag.com, among others. Coyne PR also set the stage for release of the advertising during NFL Kickoff, when LT’s customized behind-the-scenes will be distributed to national and local media, alike. |
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Food & Beverage Case Studies
