Nutritionist Nadeen Boman, host of Slice Network's The Last 10 Pounds Bootcamp and Bulging Brides, was hired as a spokeswoman for English Canada. Four-time Olympic speed skater Nathalie Lambert was hired as a spokeswoman for Quebec.
The two are speaking to media about a Harris Decima survey, commissioned by Stella Pharmaceuticals, which found that while most women are aware of Canada's Food Guide recommendations, many of them regularly skip meals. Both endorse Nutribar as an alternative for women pressed for time.
So far, the campaign has generated coverage on Global Morning and Breakfast Television, radio stations nationwide, and in the Calgary Herald and Edmonton Sun, said Sarah Thompson, account director of PUNCH Canada, the PR agency for Nutribar. She said they targeted journalists with customized lunchboxes, which inside included a selection of Nutribars plus a press kit.