Go Pea Nutty for Health
A Public relations campaign
The public relations
campaign will provide positive positioning and a point of attribution for the British
Peanut Council, rather than taking knocks about the negative aspects of peanuts and peanut
products.
The creative,
engaging and proactive campaign aims to raise awareness of the benefits of peanuts and
peanut products, and also give the British Peanut Council a truly branded strategy.
"Go Pea Nutty
for Health" is the British Peanut Council's new public reltaions campaign developed
by Shandwick, the recently-appointed public relations agency.
Targeted at
monthers with children aged 5-11 and fitness and health enthusiansts, "Go Pea Nutty
for Health" aims to:
l
Communicate to
target consumers that peanuts and peanuts and peanut products are healthy
l
Where appropriate,
adopt a fun, appealing and accessible tone in order to engage the audience, particularly
women
l
Operate and
maintain an effeictive issues management procedure.
Starting in Oct
1999, the campaign runs through to 2001 with a range of different initiatives.
As New Year
resolutions are notoriousaly hard to sticks to, the campaign starts with " Fit
Families for Y2K" A 10 point health plan will give advice on sensible and
simple exercise as well as a healthy diet which includes peanuts, all to ensure the family
get a great start to the millennium. Corponation Street's Beverly Callard will also take
part in a series of radio interviews.
"Go Pea Nutty
for Health" will be collaborating with Kid's Club Network(KCN) to get children
and their parents motivated to eat more healthily and take up exercise. This will include
development of a book, the launch of national Fitness Day for Famillies and the results of
th leatest omnibus survey into the state of family health.
The Nut Wizard is a three-dimensional character ¨C similar to Playstations's award-winning Lara Croft , who will be
used to reach children through comics.
In " School
Sport Day Awards" , a series of activities are planned to improve sports day in
primary schools.
In addition to all
these initiatives, "Go Pea Nutty for Health" will be making the most of
the latest findings relating to peanuts/peanut products through targeted media relations.
Under-pining the
whole "Go Pea Nutty for Health" campaign, is the more serious element of
" issue preparedness". This will ensure that the British Peanut Council is ready
to respond to media issues as and when necessary.
All these exciting
and dynamic activities mean that continued support is needed for the British Peanut
Council. |
TM
