ISSUE:
Coyne PR was challenged by General Mills to announce and launch its new health and wellness Web site, Eat Better America.

IDEA:
Eat Better America is an online health and wellness resource developed by General Mills for the 55+ market. To underscore the importance and need for this Web site, Coyne PR conducted a survey of baby boomers that ultimately revealed the overall confusion and overwhelming abundance of health and nutrition information. Leveraging this news, the team developed a campaign tapping Dr. Miriam Nelson, a leading authority in nutrition science, internationally best-selling author and professor at Tufts University, to serve as its national spokesperson. Coyne PR launched the program through a national media campaign featuring deskside interviews with top national consumer magazines, a Satellite Media Tour, a Video News Release and Audio News Release, and a creative mail campaign to national print media and key influencers in the boomer health and wellness discussion.

IMPACT:
The campaign garnered more than 450 print, online and broadcast placements, including the St. Petersburg Times, Sacramento Bee, South Florida Sun-Sentinel, and MSNMoney.com, among others, generating more than 170 million total media impressions.