Nothing says Hefty Ultra Strong like WWE superstar John Cena, who returned to the ring—eh, grocery aisle—to promote the brand’s second-year Ultra Strong trash bags campaign. This time around, Cena’s real-life mom served as his co-star and helped jumpstart #UltraStrongMom, a PR and social initiative that celebrated strong moms everywhere. We supported #UltraStrongMom with an integration with talk show The View as well as a robust influencer program and press outreach. Efforts around the campaign generated 457 million impressions.

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