Gloria Hunniford boosts sales for Flora

Strategy Insight revealed that to change consumption behaviour involving health, a clear reward or attainable goal within a realistic time frame was critical. To convey a fundamentally medicinal message, the communication should entertain, feel human and offer emotional warmth. Our strategy was to tangibly demonstrate product effective-ness, rather than simply state a claim. It comprised three distinct phases around advocacy, education and legacy.

Gloria Hunniford boosts sales for Flora
Gloria Hunniford boosts sales for Flora

Challenge
Flora pro.activ produces a range of products clinically proven to lower cholesterol. A lack of consumer under-standing about the active ingredient and confusion surrounding the amount required to be effective had led to a decline in frequency of purchase among consumers, which had to be addressed.

Activity
Firstly, Gloria Hunniford was established as a credible, campaigning brand advocate; a shorthand way to gain the trust and attention of our audience. Product education and effectiveness were demonstrated through a three- week challenge, conceived to show just how quickly results could be achieved. Public volunteers were recruited and a series of 60-second TV infomercials created, hosted by Gloria. Our idea was to broadcast the challenge to the nation in "real time". Each week, a new "live" episode charted progress. The same weekly cherry-picked spots were selected in habitual, top-performing programming to enhance continuity. In the final week, Gloria revealed the results "live" on air. Only TV could convey the powerful emotional reaction at the moment the volunteers realised they had achieved their goal. A similar real-time advocate approach ran in press and an on-pack cholesterol test offer helped convert to sales. A habit-forming legacy was left through a year-long national radio breakfast sponsorship, reminding consumers at the key health-related consumption moment of the day.

Results
Eighteen months of consistent decline in purchase transformed in to monthly increases for the following six months. Significant sales uplifts were recorded post-activity, with no further price or promotional activity in support. The campaign was highly commended at this year's Thinkbox TV Planning Awards.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email