FOOD/DIGITAL PR CAMPAIGN: Canned goods are not just for the over-fifties

Canned Food UK, the trade association that highlights the benefits of canned food, wanted to reach younger consumers with its messages.

Canned foods: campaign intended to highlight the healthy aspect of canned food
Canned foods: campaign intended to highlight the healthy aspect of canned food

Campaign: Dinner Doctors online campaign
Client: Canned Food UK
PR team: Trimedia and USP Content
Timescale: June-September 2007
Budget: about £40,000

Trimedia's Birmingham office recommended offering free content to ISPs and websites to reach a wider online and radio audience.

Objectives
To broaden the appeal of canned produce outside the traditional market of the over-fifties. To highlight the convenience and often overlooked nutritional value of canned food.

Strategy and plan
Trimedia commissioned a series of webcasts and podcasts that could be downloaded free of charge from Canned Food UK's website.

USP Content was brought in to create the digital content and push the activity across online and broadcast media. Nine seasonal webcasts and podcasts, featuring campaign spokespeople such as TV presenter Philippa Forrester and celebrity chef James Martin, showed how to make quick and healthy meals and discussed the nutritional benefits of canned food.

Measurement and evaluation
The online sell-in proved to be very popular with health and lifestyle websites. The podcasts have a growing audience including Dailymail.co.uk and Tiscali.

With 24 pieces of radio coverage, the campaign has aired across a broad mix of commercials and BBC stations, and these items have generated 12,276,000 opportunities to hear.

Online and broadcast activities were supported by traditional national and regional print media, featuring in Company magazine and Gay Times.

Results
The time visitors spend browsing the Canned Food UK website is at an all-time high and Canned Food UK has appeared twice on BBC Breakfast News.

Steve Thomas, chairman of Canned Food UK, said: 'This activity was a real departure for us, as historically we had concentrated on recipes within conventional print media. However, the growth of online and the need to target a younger demographic made us realise that we had to present our key messages in a more accessible format.'

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