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Arnold, Brownberry and Oroweat

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 brand’s nutritious and delicious breads. After steadily increasing engagement with the contest for three years, we took it to the next level by enlisting restaurateur Chef Tom Colicchio as spokesperson, providing inspiration through his own sandwich creations and helping to judge the finalist recipes. Through the entry phase alone, more than 780 million media impressions were achieved.

In addition, to seed excitement for the brand’s new whole grain Healthfull line of bread, we created rom-com style film trailer. You’ll laugh. You’ll cry. You’ll eat it up!

The Healthfull Trailer had more than 6.3 million views online and in major U.S. markets, moviegoers saw the it on the big screen.