Unilever ČR
Myths of fat
We were inspired by the persistently spreading hoax about the health risks of margarines. We monitored the online environment and surveyed how consumers perceive margarines and related negative news as well. In collaboration with the client, we have prepared a material on Margarine Myths.
Results? Look at them.
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achievement of goals%
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value of outputs converted to advertising spacethous. CZK
What we have achieved:
Thanks to well-prepared and consistently produced materials, we have managed to obtain extensive editorial space in major media, especially dailies and lifestyles. We have also secured the output in the mainstream TV news, which was based on the growing threat of cardiovascular disease. In total, 230 media outputs have been reported.
What was the goal of working with a client?
Positioned as the market leader, Unilever has launched an awareness campaign "The saturated damage". Our media relations activities have been designed to educate on the topic of saturated and unsaturated fatty acids.
Remedy for years cherished misconceptions about the harmful effects of unsaturated fatty acids and health risks of eating margarine.
Massive reach of the target consumer group and over 100 % fulfillment of the client’s objective.
Feedback from the target group, based on monitoring and analysis of Internet servers and discussions.
„Přestože většina spotřebitelů údajně zná zdravotní benefity margarínů a mnozí je často kupují, důvěru zákazníků v rostlinné tuky oslabují poplašné a často i zcela nepravdivé informace o původu či negativních dopadech konzumace margarínů. Úkolem agentury Focus bylo uvádět tyto informace na pravou míru, mírnit šíření zavádějících zpráv a v důsledku přispět k udržení pozitivního vnímání margarínů jako zdraví prospěšné potraviny. Tyto cíle se agentuře podařilo úspěšně naplnit.“
Robert Svoboda / CEO, Focus Agency
During the realization...
In order to dispel myths about the alleged health risks of eating margarines, we had teamed up with experts, especially dietologist Dr. Karolína Hlavatá and the leading Czech expert on fat prof. Jan Dostálová, and prepared the material on "Margarine Myths". Based on the client's wish, media relations were focused primarily on printed titles. Materials provided to the media were supported by quotes from experts and the results of recognized studies. There was also a touring regional event to meet the general public in the field. Proper setup and success of the campaign have been continually evaluated based on the results of monitoring the online environment, in particular the comments in discussions on the topic of nutrition and consumption of margarine.