Hefty, once a pillar of strength, had found that its brand had weakened. To rebuild its historic brawn, a cue from the past proved to be the key to its future. Reviving the 30-year-old Hefty chant was no small feat, so we tapped a big personality. John Cena was the perfect embodiment of the brand’s inherent physical characteristics as well as its trademark “Hefty humor.” A multi-year, fully integrated effort with Cena’s contemporary icon of strength at the center reinvigorated the Hefty brand, renewing cultural relevance, increasing engagement, altering perceptions and driving sales. HEFTY! HEFTY! HEFTY!