Old Bay
Coyne cast a wide media net to celebrate the 70th anniversary of OLD BAY®, introducing new twists on classic summer recipes to contemporize the brand. A comprehensive blogger initiative was conducted, while Facebook fans celebrated the “Holi-Bays” through a recipe contest on the OLD BAY website. Coyne also hit it out of the park by creating an event at Camden Yards featuring Duff Goldman of the Food Network’s “Ace of Cakes” throwing out the first pitch and unveiling a signature cake replicating the iconic OLD BAY can. The year-long campaign reeled in nearly 950 print, broadcast and online placements, garnering 111 million media impressions.
