Healthy Supplies

Overview

Midnight was appointed to launch a PR campaign for Healthy Supplies, a leading online health food retailer, to raise awareness of its brand and products on a national basis. As well as its own brand, Sussex Wholefoods, Healthy Supplies stocks and sells over 3,500 branded health products.

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Campaign objectives

  • Raise awareness of Healthy Supplies on a national and regional basis

  • Profile the brand as a national health food superstore.

  • Position Healthy Supplies as a supplier of quality and affordable own-brand and third-party brand health food products.

  • Profile MD Tina Manahai-Mahai as a wellbeing and health food expert.

  • Communicate the company’s business journey and success as well as its ethical ethos.

Approach

Healthy Supplies has mass market appeal, whilst being particularly popular with vegans and those with food intolerances.

We therefore focused on the national consumer lifestyle press as our target media, as well as relevant vertical sector press and regional titles.

Our tactics included:

  • Using Midnight’s relationships with key national and regional press to raise the profile of Healthy Supplies.
  • Identifying comment, feature, competition, gift guide and press release opportunities.
  • Increasing and developing Healthy Supplies’ social media audience.
  • Providing consultancy advice on the wider marketing strategy including award opportunities, celebrity endorsements and international growth.
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Results

Over the course of five months, Midnight’s campaign achieved:

  • 36 items of coverage - reaching over 11.2m

  • 47% of coverage included a backlink

  • Coverage in national lifestyle and food titles including Feast, Veggie, Yours, Closer, Bella, Take a Break, Female First, Women’s Health, Your Fitness, Natural Health.

  • Retail and food trade coverage secured in Caterer, Food & Drink International, Food Manufacture, Eat Drink Sleep, Food & Drink News, Natural Products News, Food Management Today.

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