FOOD/HEALTH CAMPAIGN: Superfruits to the rescue of Britain's unhealthy

The Blackcurrant Foundation has been established by British growers to raise awareness of the health benefits of British Isles blackcurrants.

Superfruit wheel: showing the numerous nutritional benefits of blackcurrants
Superfruit wheel: showing the numerous nutritional benefits of blackcurrants

Campaign: Celebrating British Blackcurrants as the number one superfruit
Client: The Blackcurrant Foundation
PR team: Cirkle
Timescale: March - November 2007
Budget: £40,000

Blackcurrant Foundation members grow 2,000 hectares of blackcurrants across the British Isles. This produces a crop of approximately 14,000 tonnes of fruit every year during the harvest season in July and August.

Cirkle has worked with the Blackcurrant Foundation since 2006 to raise awareness of British Blackcurrants and their nutritional benefits.

Objectives
To launch the findings of the Superfruit research, commissioned by the Scottish Crop Research Institute (SCRI). To launch British blackcurrants as the No.1 Superfruit to national, regional and consumer press, broadcast media and trade media. Drive awareness of British blackcurrants and position them as a 'nutritional powerhouse'.

Strategy and plan
Cirkle prepared an extensive press pack and devised a 'Superfruit wheel' to showcase the findings. Media training sessions were also held with spokespeople Jo Hilditch, chair of the British Blackcurrant Foundation and the SCRI's Dr Derek Stewart.

The Superfruit launch took place on 18 June 2007. Once news had been sold to the national press, press packs were sent to food titles, women's press, regional titles and relevant broadcasters.

Superfruits.org was created where information could be downloaded.

Measurement and evaluation
Coverage highlights included a 30-minute Web TV broadcast live on 19 June, 30 regional radio interviews with foundation members, coverage across six national papers in the first week, 47 cuttings and a three-page feature in Hello magazine.

Evaluation by Metrica recorded 80 favourable cuttings, with 80 per cent of articles delivering a Blackcurrant Foundation message. Over 75 per cent described the blackcurrant as the leading superfruit.

Results
Over 46 per cent of UK adults were reached and the AVE for Blackcurrant Foundation coverage was £1.5m - a ROI of 35.

The campaign also generated 86,897,130 OTS and over 3,000 consumers requested a Superfruit wheel through Superfruits.org.

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