As public concern grows over expanding American waistlines and weight-related diseases, food manufacturers are becoming more cognizant of the need to provide choices that meet a variety of diet and lifestyles. More food companies are emphasizing the health benefits of their products or are fundamentally changing their products to meet new consumer needs.
At M&P, we’ve helped our clients communicate their nutrition news to consumers, as well as the health professional community who helps guide consumer purchasing decisions. Our clients rely on us to choose the most knowledgeable talent in the field of nutrition to develop programs that deliver targeted health and nutrition messages to key audiences.
Challenge: Develop a turnkey collateral-based program to communicate the benefits of better-for-you (low-fat, light, reduced-fat, no-sugar-added and sugar-free) ice cream and frozen novelty products to consumers.
Program:
- Developed collateral for a distribution program targeting health care influencers – RDs and certified diabetes educators (CDEs) – who then disseminated GH-B materials to their patients.
- Communicated messages about GH-B’s better-for-you products directly to consumers who are engaged in weight control activities, via a collateral piece.
Results:
- More than 650,000 consumers and health professionals received these brochures in 2005, with total coupon redemption reaching 10 percent. As a benchmark, a typical FSI (coupon in a Sunday newspaper section) pulls about two percent coupon redemption.
- Estimated total media impressions from brochure mailings were 12,963,800.
- More than 800 health professionals visiting our booths at ADA and AADE requested brochures to be sent in quantity directly to their practices, including numerous special requests to include the brochures at health fairs and health walks.
- Comments from health professionals tell us that we created materials that they felt good about giving to their patients.
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