CMB

Unilever: Flora Heartathon

 

10.08.15

Challenge
Promote the healthy cooking benefits of Flora Margarine by creating a nationwide consumer and trade activation programme in the form of a Heart Health Walk to build brand equity/build awareness.

Creative Strategy
Literal, mobilise the target – get them walking.

Campaign
The ‘Heart-athon’ was launched. A series of forerunner events that promoted and supported the fun walk by promoting healthier lifestyles were executed. This included a nationwide series of in-store activities including Blood Pressure and BMI checks that were free with the purchase of Flora products.

The Fun Walk was executed in true Trini style and was accompanied by an entertainment stage, games and competitions.

Other elements of the campaign include the establishment of medical testing services; the engagement of Plastikeep bins and collection services at the fun walk that encouraged recycling; and earned media through press releases, media invites and relative content sharing.

 

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