The Challenge

To support that launch of a unique NEW soya non-formula drink suitable for children from the age of 1 year unknown by health influencers and consumers. Prior to this, standard soya drinks could only be recommended from 2 years onwards. This BTL healthcare focused activity was key for driving sales. No ATL or any other BTL activity was employed.

The Solution

To drive awareness, interest and recommendation to consumers by specialist health Influencers.

Nutrilicious insights and expertise identified specialist health influencers and their needs to create and deliver a highly targeted engagement strategy. The tailored programme included:

• 121 specialist briefings
• Trade events
  • Stand presence and speaker platforms at leading specialist conferences.
• Health professional fact sheet
  • Championing the product and providing a scientific critique on ‘Introducing soya to infants and toddlers’.  All key issues were addressed using the latest consensus science.
• Patient leaflet
  • The creation of a highly practical dairy free leaflet for parents / carers of children requiring a dairy free diet.  Content written by health professionals providing all practical tips a parent / carer would need to refer to.  Distributed to health influencers and directly to consumers via the client care line.
• Trade Presence
  • Press release.
  • Editorials and advertorials.
  • Product news features.
• Sampling
  • The ultimate sampling box: a request driven paediatric resource box that included the product and related nutrition resources needed by the health influencers and their patients. Developed in association with health professionals, it was fully created and branded to HCP appropriate levels and compliant with EU regulations.

The Results

Reach: >120K health influencers with a potential consumer reach of 4 million consumers.

• Specialist trade editorials and advertorials – circulation >120K.
• Promotional emails and direct mail sent to >16K key health influencers providing advice to children and families.
• Press release to the specialist health professional trade and “gold standard” specialist health influencers – 16K.
• Face to face contact with specialist health influencers – 300.
• Direct sampling to top influencers
  • 500 product vouchers.
  • 500 sample boxes.
• New sign ups to the client database.

Impact:

• Sales: Exceeded sales expectations within year 1. Recognised as the most successful launch of a kids brand for the company. Healthcare PR continued over the next 3 years to drive further brand growth. The junior brand continues to be the leading soya drink for children in the UK and Ireland.