Flora
What they asked us to do...
Our brief was to cut through the hype around Omega 3 to deliver targeted coverage for two new products: Flora Omega 3 Plus Spread and Flora Omega 3 Plus Mini Drink. The objective was to educate mums with regard to boosting their families’ Omega 3 intake. We faced the challenge that these were not the first products in this category to hit the market and the BMJ had just published a negative study regarding Omega 3.
What we did...
1. Pre-launch
Media hitch-hiking to address potentially negative perceptions caused by the BMJ study and secure briefings.
2. News Creation
Used celebrity mother Louise Redknapp and dietitian Lynne Garton to support the campaign. Commissioned research on the confusion surrounding Omega 3 and developed an Omega 3 Boost Guide for families. Media ‘picnic’ to launch the products.
3. The Follow-Through
Product placement and magazine house ‘Boost Clinics’ to sample and learn more about the products. Full page advertorials and mini versions of the Boost Guide produced for the women’s media.
Our results...
Media coverage:
- Reach – 42,200,000 OTS = 32% above our target
Message delivery:
- 87% of coverage communicated Flora Omega 3 Plus brand mention
- 81% of coverage communicated Louise Redknapp is launching the new Flora Omega 3 Plus range
- 66% of coverage communicated Omega 3 is good for your family’s hearts
- 53% of coverage communicated Flora has launched new Flora Omega 3 Plus mini drinks & spread, packed full of Omega 3
Consumer requests:
- Over 9,000 copies of the Omega 3 Boost Guide were requested by consumers
Client Quote...
“Cohn & Wolfe went back to basics with a hardworking media education campaign that really delivered quality coverage in key target media. There were already a number of other Omega 3 enriched products in the market when we launched but Cohn & Wolfe did a great job of creating news and adapting the campaign as the health news agenda evolved."
Mike Kelly
UK brand manager
Flora mainbrand