Pegasus PR chose model Rachel Hunter as the 'perfect face and figure' to launch a range of low-carbohydrate, chocolate-coated snack bars dubbed CarbWise. As an advocate of healthy living and a low-carb diet, the 34-year-old mother of two was seen as someone who regular women could identify with, despite her celebrity status. However, Pegasus had to fit its activities around just two days' access to Hunter.
To generate maximum exposure for CarbWise by creating a newsworthy image that would not only ensure widespread national coverage but would also be in keeping with the brand's core values.
To promote the high-protein, soya-based bars as both tasty and filling against a backdrop of research showing that finding satisfying snacks is one of the biggest hurdles for low-carb dieters.
Strategy and Plan
Hunter was snapped satisfying her hunger in a pastiche of Raquel Welch's cave woman from film One Million Years BC. Images were issued to national press with the headline 'The Low Carb Snack Hunter', and then distributed with product information to other key consumer media.
This activity was followed by eight interviews with Hunter and six exclusive photo sessions for the Daily Mirror, The Times, the Sunday Express S Magazine, Glamour, Woman and Now magazine.
Measurement and Evaluation
To date, coverage has included two front covers in the Daily Mirror along with three full pages of editorial, full pages in The Times and the Daily Star, double-page spreads in S Magazine, Woman and Now, and a full page in Hello! and New!
Features are also scheduled to appear over the next six weeks in titles that include The Guardian and Glamour, while Steve Wright is set to interview Hunter on his Radio 2 show.
Media attention has so far focused on how the model keeps her curves, yet evaluation by Media Proof shows that all pieces featured branded CarbWise mentions and full stockist details.
Sales increased by more than 500 per cent in the eight weeks following the launch and one supermarket chain apparently sold out of the bars. As a result of coverage, two further major retailers agreed to stock the products.
Now commissioning editor Karen Cross says: 'We thought Hunter was a good choice of spokesperson for the brand as our readers could relate to her as a working mum and as someone who's got a figure to die for but obviously has to work at it.'