FOOD CAMPAIGN: A treat with a health boost

Prestat, the chocolatiers to the Queen, launched a chocolate with naturally high levels of flavanol antioxidants.

Positive Indulgence: Choxi+
Positive Indulgence: Choxi+

Campaign: Choxi+
Client: Prestat
PR team: The Ideas Network
Timescale: July-November 2007
Budget: £25,000

Some claim these antioxidants can help prevent some cancers, heart disease and stroke. The Ideas Network named the product Choxi+.

To promote the potential health benefits of Choxi+, while ensuring all nutritional claims were accurate. To attract other retailers to the brand, which was exclusive to Tesco at the November 2007 launch. To maintain coverage post-launch.

According to Prestat's research, Choxi+ contains higher levels of antioxidants than any other chocolate on the market, with two squares providing a whole day's supply.

With obesity a key media issue, nutritional claims had to be carefully substantiated to avoid a backlash from cynical health journalists.

The Ideas Network built an identity for the brand around the theme of 'positive indulgence', highlighting the chocolate's health benefits without claiming that it was unequivocally 'good for you'.

A website was created at, and more than 1,200 press packs were delivered with sample bars to food, health and lifestyle journalists. Nutritional information was brought to life through comparisons with other foods, such as sprouts, blueberries and apples.

Bill Keeling, owner of Prestat, was available for press and radio interviews, as was The Ideas Network creative director Alasdair McWhirter.

The launch gained worldwide exposure, with coverage from India, New Zealand, Poland and the US.

In the UK the launch achieved 19 national press pieces, including half-pages in the Daily Mail, Metro and the Daily Star, along with 18 regional mentions. There were 15 broadcast pieces including BBC Radio 4 News, You & Yours and This Morning.

Key messages were included in 95 per cent of coverage, with none of the campaign's nutritional claims challenged by the press.

The campaign continues to have an effect, with a further 30 consumer, 12 national, five broadcast and 20 regional pieces achieved since November.

Tesco sells thousands of bars of Choxi+ every week. After the launch, three other national retailers and a major food distributor approached Prestat to discuss stocking Choxi+ and possibly developing new products.

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