Nutrition PR - Tea4Health
Objective:
- Campaign to stem decline of tea consumption among women aged 20-35.
Programme:
- Commissioned scientific research to highlight health benefits of tea drinking - antioxidants, low caffeine, hydration.
- Developed new RDA of 4 cups a day Campaign theme: 'tea4health'.
- Launched to media and health professionals - Move tea from 'coffee sector' to water/fruit category.
- Establish the Tea Advisory Panel - independent experts to comment through the media on all scientific evidence on the health and nutrition benefits of tea to provide reasons to drink.
- Melinda Messenger signed as celebrity endorsement.
Results:
- Annual media goals achieved in 6 months.
- TAP used proactively and reactively by the media.
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