Our task: Fast-growth plant-based immunity brand, Tonic Health, invited Aubergine to put forward ideas on how to drive further awareness about its range of innovative high dose vitamin supplements.
Our strategy: On behalf of Tonic Health, we developed a wide-ranging survey of 2,000 people in the UK examining attitudes towards immunity within the context of the pandemic. Our strategy was to use the survey to cement Tonic Health as a thought leader in the field of immune health, whilst ensuring key messages hinting to the product range were present in all coverage.
Our tactics: We created several press releases tailored to high-end media, tabloids and lifestyle press weaving in the most newsworthy statistics. For example, we uncovered that a significant proportion of young people were suffering symptoms of immune health but weren’t worried about a second wave of coronavirus.
The press releases were accompanied by a rich bank of expert comment written by us on behalf of Tonic Health’s in-house expert, the UK’s ‘Plant Power’ doctor, Dr Gemma Newman.
Results: We secured 10 pieces of national news and lifestyle coverage, reaching over 23 million people. Coverage highlights were in the i newspaper, Metro, Daily Mail, Chat magazine, Women’s Fitness, Daily Express and the Mail On Sunday. All titles mentioned Tonic Health and weaved in key messages around vitamin intake and immune health.