Omega 3
Heart disease is the nation’s No1 killer. Our award winning consumer campaign for The Omega 3 Group highlighted the heart health benefits of oil-rich fish, based on research from the Joint Health Claims Initiative (JHCI).
JHCI research was used to underpin our core message: “eat one portion a week of oil-rich fish to help reduce heart disease.”
For credibility we secured a JHCI scientist to explain why oil-rich fish can help reduce the risk of heart disease, backed by endorsement from the British Heart Foundation.
For tabloid appeal, celebrity chefs and ambassadors were involved to promote easy heart-healthy family recipes for salmon, mackerel etc. James Martin was chosen as our campaign face as he loves oil-rich fish and was enjoying popularity from the Strictly Come Dancing TV programme. The fact his dad had suffered a heart attack provided a hook for journalists.
Lesley Waters, celebrity chef and mum was also recruited as a principal advocate, plus recipes from Nell McAndrew, Lorraine Kelly, Paul O’Grady, Nick Nairn, Brian Turner and Rick Stein.
Coverage highlights included ITV1 This Morning, OK!, Hello!, Family Circle, Daily Mail, Daily Mirror, Herald Weekend Living and The Sun.
We also arranged 71 radio interviews, a live webchat with James Martin and a web TV cookery show with Lesley Waters and leading nutritionist. The latter was a first for the client and the e-media channels helped reach new audiences through innovative, controlled techniques.