{ CLIENT }
PIZZEY’S MILLING/MEADOWPURE™
{ CAMPAIGN GOALS }
TO POSITION THE MEADOWPURE™ BRAND OF STABILIZED FLAX SEED AS THE PREMIUM CHOICE FOR FUNCTIONAL FOOD APPLICATIONS
Pizzey’s Milling’s patented technology made it possible to deliver a premium stabilized flaxseed with a two-year shelf life. They were the first to “encapsulate” fish oil inside flaxseed to deliver all the multiple benefits of these two Omega 3 powerhouses.
{ STRATEGY }
TO LEVERAGE THE TREND IN OMEGA 3′S
2007 was deemed the “Year of Omega 3″ and we were able to capitalize on that consumer trend for healthier foods. Using the volume of science supporting both flax and Omega 3′s for cardiovascular heath and overall health and wellness, we created an integrated campaign to inform industry decision makers and educate consumers about the unique benefits of MeadowPure™.
{ IMPLEMENTATION }
We created a new logo and positioning for the brand:
MeadowPure™ logo The Heart of Healthy Food
Fresh from Nature…
… To Make Foods healthier
A new website and collateral materials were also created:
An animated storyboard was used to visually explain the process of “encapsulating” fish oil within the flaxseed and a trade PR campaign was initiated.
The second phase of the campaign was to promote brands that contained MeadowPure™. A consumer PR campaign was initiated which included an on-line consumer survey about flax from Flax Canada (an industry organization), a media tour in New York with Linda Pizzey, CEO of Pizzey’s Milling, as well as product deliveries. We also began a “Healthy Eating with Flax” campaign featuring Chef Carmen.
{ RESULTS }
Pizzey’s Milling, along with the MeadowPure™ brand, was acquired by Glanbia.
