Norwich Union: Celebrity Allergies
Brief
Generate national news coverage and raise brand awareness of Norwich Union Healthcare using the results of a recent survey of GPs.
ResponseOur Consumer team analysed the survey findings and identified a link between the rise in food allergies and the influence of celebrity magazines, which provided a newsworthy angle around which to build the campaign.
To lend credibility to the story, Lexis recommended linking up with a leading nutritionist to provide quotes and media interviews and included information on the food allergies suffered by various celebrities.
Lexis advised the client against releasing the story in December as planned and instead recommended doing so shortly after Christmas, when health and nutrition issues would be high on the news agenda.
ResultsThe campaign generated 6 pieces of national news coverage, 20 radio news grabs and interviews and a report on GMTV.