Unilever launched an ongoing PR campaign, which focuses on encouraging healthy lifestyle changes, to coincide with the introduction of Omega Plus, its oil-blend spread. The campaign, called Small Changes, threads the product launch with an annual food donation program and new Web site offering videos, Omega Plus coupons and recipes, and a forum to share health tips.
Anne-Michele Harrington, senior brand manager for Country Crock, said the campaign is targeting women and household shoppers with large families of young children. For each shared health or lifestyle suggestion, Unilever will donate a meal to America's Second Harvest.
Its AOR, M Booth & Associates, is providing support on the campaign. Budget was not disclosed.
The campaign features Christian pop musician Amy Grant sharing her family's health and lifestyle tips using videos hosted at http://www.yourfamilytable.com/. The singer also appeared on CBS' Early Show and other TV and radio to promote Small Changes, said Rich Goldblatt, director of consumer marketing at New York-based M Booth & Associates.
The same videos, which also feature country musicians Trisha Yearwood and Little Big Town, will air in Food Network segments until the end of June.
Traffic to the Web site has been drawn mainly by the PR effort, which includes reaching out to music fan sites, food blogs and Web sites, and traditional media outlets. The campaign will also reach out to the America's Second Harvest Web site to provide PR support and news about the campaign to local chapters.