Public Relations Case Study - Calvia

Background Calvia is a calcium-enriched dairy-free spread produced by Matthews Foods. Our brief was to raise the profile of the importance of calcium in the diet and highlight that too little calcium increases the risk of osteoporosis (brittle bone disease). As diet and exercise, as well as calcium are important in maintaining healthy bones, we positioned Calvia as a healthy way of boosting your calcium intake without making major changes to your diet.

Programme

We decided the role of calcium in the diet was complex and best suited to a radio campaign. We commissioned NOP who found a number of people (42 per cent) were at risk of 'calcium deficiency', by missing breakfast at least one day a week. This gave us our 'news peg'.

Athlete and TV presenter Sally Gunnell was recruited as a brand spokes person, and we organised a day of live and pre-recorded radio interviews featuring Sally and Matthews' marketing director.

The radio campaign was supported by a series of readers offers in regional newspapers and national women's magazines. Readers were offered the chance to win Calvia branded jogging suits,vouchers for sports equipment and samples of Calvia, underlining the importance of calcium in the diet as well as exercise.

Results

The campaign resulted in 55 radio features across the UK with an audience reach of nearly four million listeners. The research was also used as the basis of a press relations campaign to coincide with World Osteoporosis Day.