To develop brand awareness for Betavivo, a new and natural cholesterol lowering cereal brand from Sweden.
ROAD created the ‘Rise & Shine’ health awareness PR campaign. Grounded in lifestyle and wellness, the campaign targeted consumers aged 50+ concerned about their cholesterol levels. The brand’s cholesterol-reducing promise was put to the test with a group of friends recruited from a village in rural England. Collaborating with a leading nutritionist, along with a dance and exercise coach, our volunteers’ real life experiences delivered content-rich Rise & Shine media materials giving Betavivo an immediate on and offline media presence with our audience.
Spearheaded by campaign ambassador, singer, actress and West-End star, Martine McCutcheon, Betavivo’s cholesterol-lowering brand promise was picked up across media channels, as she too told of her own battle to manage her cholesterol levels.
To compliment the consumer PR launch, ROAD used social media to raise awareness of the Rise & Shine programme across Facebook, driving 25k video views and a 40% increase in Facebook page follows over a six week period.
We reached 35 million people in the UK across national, online and women’s consumer magazine - many featuring testimony of Betavivo’s cholesterol lowering ability. Coverage resulted in web traffic to the Betavivo brand site, increased social media shares and of course sales!