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John Doe

Core disciplines: Branded content, Digital, Public relations (PR)

 

EDUCATING THE NATION ON

EATING BEAUTIFULLY AT THEIR DESKS

 

THE BRIEF

We were asked to get cut through during the ‘New Year, New You’ news agenda this January, by positioning itsu’s miso soups and seaweed Thins as THE go-to snack for those kicking off their healthy lifestyles.

From the get-go we knew that as the miso soups and seaweed thins had already hit shelves the years before, we would need to establish a call to action for media to cover the product.

 

THE RESPONSE

To do exactly that and gain cut through during the healthiest month of the year, we researched the benefits of an iodine-rich diet, a mineral found in both of products and then commissioned a survey to find out the UK’s awareness of iodine deficiency, finding that 90% of the UK had never heard of the condition and were unaware of the symptoms.

With these findings, we then partnered with established nutritionist Charlotte Stirling-Reed to provide some deeper insight of an iodine rich, pan-Asian diet using itsu’s bank of recipes we crafted an itsu ‘eat beautiful’ report encouraging the nation to eat healthier at their desks from start of the year – appealing to food, health and lifestyle media.

 

RESULTS

We sold the ‘eat beautiful’ report in far and wide and found that this new approach to a product-placement sell in sparked up significant media interest – leading to 

60+ journalist sampling opportunities, 38 pieces of coverage overall including 3 nationals, 4 consumer hits and 15 blogs and onlines.

This fresh approach pleased team itsu and convinced them to bring us on board for an exciting new product launch this year… just watch this space for more!

 

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