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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.


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D&G INTERNATIONAL
486 Heping W Road, Shijiazhuang, China. 050071.
Tel : 86-1500-3119-282
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E-Mail: mail2davidguo@hotmail.com

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Yufeng Commercial City,
Yishui, Shandong, China.276400

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