FOOD / NUTRITION :
PROVAMEL FROM ALPRO

THE TASK 
Bloomsbury Communications was initially appointed by provamel to promote the role of soya in lowering high cholestero. Within a short period of time Bloomsbury Communications took over responsibility for promoting
the Provamel from Alpro range to consumers and the health
food trade. The objective was to gain press attention for
the products, particularly in women's magazines, highlighting Alpro's superior taste and the importance of including soya
in a healthy balanced diet. 

ACTIVITY

Bloomsbury organised press briefings at IPC Media and National Magazines to publicise the launch of its new
chilled soya milk, Soya Fresh. We selected Toyah Willcox,
the well known musician, actress and TV presenter to promote the product. Toyah gave press interviews and discussed her own health and fitness regime, explaining
how Soya Fresh fits into her diet. Both briefings were well attended by the key health and food journalists who were invited to taste a Soya Fresh Smoothie. In addition, a
prize draw competition for a weekend at Grayshott Hall Health Resort was held to entice journalists along.

RESULT

Toyah was widely interviewed by newspapers and
magazines and was able to mention Alpro Soya Fresh throughout these interviews, whilst stressing the health benefits and the superior taste of the Alpro range.

[ food/nutrition ] [ vertese ] [ vivatap ] [ reducol ] [ bio-health ] [ oatly oat milk alternative ]