02 Mar 2018
Global Award Shortlist
Today’s 50+ generation are winding up and not down, with new research from Nestle Health Sciences revealing they’re planning on travelling more, taking up hobbies or learning new skills. However, three quarters (76%) can’t enjoy this zest for life because they have less energy compared to when they were younger and 77% don’t realise they need more protein as they get older.
So Red Consultancy has been working with Nestle Health Sciences to launch Meritene, a range of nutritional shakes and soups designed to support a healthy body and help this generation enjoy an active lifestyle.
Red Consultancy commissioned the consumer research to build a newsworthy story, secured the services of credible ambassador Nadia Sawalha (TV presenter and author of five best-selling cookery books) and worked with Nadia to create recipes using Meritene which were filmed for editorial outreach and to provide content for the Meritene’s website and social channels.
A targeted media relations campaign secured editorial coverage across national, consumer, broadcast, regional and online media to reach 35% of the UK’s over 50s population with 95% of coverage containing in-depth Meritene product detail rather than just a name check.