Flora pro.activ produces a range of products clinically proven to lower cholesterol. A lack of consumer under-standing about the active ingredient and confusion surrounding the amount required to be effective had led to a decline in frequency of purchase among consumers, which had to be addressed.
Firstly, Gloria Hunniford was established as a credible, campaigning brand advocate; a shorthand way to gain the trust and attention of our audience. Product education and effectiveness were demonstrated through a three- week challenge, conceived to show just how quickly results could be achieved. Public volunteers were recruited and a series of 60-second TV infomercials created, hosted by Gloria. Our idea was to broadcast the challenge to the nation in "real time". Each week, a new "live" episode charted progress. The same weekly cherry-picked spots were selected in habitual, top-performing programming to enhance continuity. In the final week, Gloria revealed the results "live" on air. Only TV could convey the powerful emotional reaction at the moment the volunteers realised they had achieved their goal. A similar real-time advocate approach ran in press and an on-pack cholesterol test offer helped convert to sales. A habit-forming legacy was left through a year-long national radio breakfast sponsorship, reminding consumers at the key health-related consumption moment of the day.
Eighteen months of consistent decline in purchase transformed in to monthly increases for the following six months. Significant sales uplifts were recorded post-activity, with no further price or promotional activity in support. The campaign was highly commended at this year's Thinkbox TV Planning Awards.
This article was first published on mediaweek.co.uk