Flora ProActiv: Creating A Purpose-Led Campaign That Wins Hearts & Minds

By 24/02/2017 Activations No Comments

For the past three years, we’ve been helping Unilever promote their product, Flora ProActiv, across the country. Their goal was to create a purpose-led campaign that resonated with the consumer, educated them about the risks of bad cholesterol, dispelled myths about who it can affect, and overall promote healthy eating.

With this in mind, we helped Flora ProActiv to formulate a campaign to engage the public and make the brand synonymous with a healthy lifestyle.

Here’s what we did…

Cobh “It Takes A Town” Campaign

The first activation kicked off in Cobh, Co.Cork in 2014 with the launch of the “It Takes A Town” campaign from Flora, which encouraged town residents to take the Flora 21-day challenge.  Local Olympic heroine Sonia O’Sullivan and celebrity chef Martin Shanahan were enlisted to teach participants how to cook healthy dinners using Flora products and how to effectively exercise to maintain general health. In just three weeks, over 90% of participants successfully lowered their cholesterol with the help of Flora. All eyes were on the brand, as it received regional and nationwide media coverage in the likes of The Examiner and The Irish Independent.

Free Cholesterol Testing and Consultation

Consumers are more health conscious than ever, but many don’t know that bad cholesterol can occur in any age or body type. To follow up on the successful Cobh town takeover, Flora wanted to educate consumers around the country about their diet, make cholesterol testing accessible and offer a free consultation with a nutritionist. We planned the activations early in the year in 30 stores across the country, to give customers a little push to stick to their New Year’s Resolutions.

We placed branded pop-up testing stations at entrances to supermarkets around the country, which were manned by licensed nutritionists ready to administer free cholesterol tests. The reaction was universally positive and meant that each shopper who received a test was fully engaged with the Flora brand for 5-7 minutes.

In-store Sampling and Aisle Activation

To coincide with the free cholesterol testing, we also sampled various Flora products at supermarkets around the country, to show that not only was the Flora range heart healthy but also delicious.

We also supplied a range of educational literature that participants could take home, including information on managing your cholesterol and the Flora 21 day challenge.

Shopper Marketing

We wanted to ensure that once the shopper left the Flora ProActiv stand, they were reminded of the great Flora products on promotion in the store. From floor decals to aisle fins, our designers created in-store branding for various sections of the supermarket that brought the brand to life and kept it at the forefront of shoppers’ minds when buying their groceries.

At Verve, we believe that attention to detail in all aspects of a campaign is what makes it stand out from the rest. We specialise in creating bespoke brand experiences that not only engage the consumer, but keep the brand in their minds long after the activation.

Do you need help activating a product or organising an event? Don’t hesitate to get in touch at verve.ie/contact.