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. Coyne developed an integrated communications campaign with the sandwich and whole grain nutrition at its core by celebrating “America’s Better Sandwiches” – an initiative that included digital, PR, social and in-store support. The campaign increased recipe submissions by 93% over three years and generated one billion media impressions.
