In a category that has been feeling the heat of fad diet trends for years – from Atkins to gluten-free – Bimbo Bakeries USA (parent company of Arnold, Brownberry and Oroweat brands) wanted to focus attention on the goodness of whole grains.

The Coyne team created the America’s Better Sandwich contest to freshen up the bread category and bring attention to the nutritious and delicious offerings from Arnold, Brownberry and Oroweat. After steadily increasing engagement with the contest for three years, the Coyne team took the contest to the next level in 2017. The team enlisted sandwich restaurateur and food judge Chef Tom Colicchio as spokesperson for the contest, providing inspiration through his own sandwich recipe creations and helping to judge the finalist recipes. Through the entry phase of the 2017 contest alone, more than 780 million media impressions were achieved.