Science-backed push puts cookies in' right direction'

With 50% of the American population suffering from some form of high cholesterol, pill-popping is practically a reflex amongst adults today.

With 50% of the American population suffering from some form of high cholesterol, pill-popping is practically a reflex amongst adults today.

Luckily, two dieticians saw the opportunity to turn some new research into an innovative approach to the clogged-artery epidemic. Turning to MWW Group for PR guidance, RD Foods went about making cholesterol reduction taste a little better.

Using ingredients scientifically proven to help lower cholesterol, the company developed Right Direction Cookies.

Strategy
MWW Group knew that building the brand quotient would not only require it to communicate taste, but to create an educational campaign around the snacks. Looking for definitive research specific to its product, RD Foods commissioned a doctor for a study on the cookies' effectiveness in reducing cholesterol. "It's not so much a crowded as a skeptical market," says John Digles, VP and GM of MWW Group, Chicago. "Credibility is very important."

Tactics
The initial half of the campaign was devoted to shaping the cookie's image, from the name choice and packaging to the creation of the Web site. MWW Group timed the cookie's debut to coincide with the publication of the study, so the firm began seeding industry trade magazines before the launch, taking the cookie to trade shows to introduce it to writers. "Our cookie has a lot of good science backing it," says Wendy Miller, RD Foods president. "We wanted to objectively show that it really helps people."

Results
RD Foods' business is up 750%, including a large number of coveted repeat orders. Right Direction Cookies also won first place at the Scripp's Integrative Medicine Conference of Natural Supplements.

Future
MWW Group is fielding calls from potential distribution partners, with the intention of making the cookies available in grocery and health food stores.

PR team: RD Foods (Kenilworth, NJ) and MWW Group (Chicago)

Campaign: Launch of Right Direction Cookies

Duration: Mid-May 2005 - ongoing

Budget: In excess of $100,000

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