5+ A Day Case Study

The task

Encourage New Zealanders to add an extra serving of fruit or vegetables each day during November 2012, which is designated ‘5+ A Day Fruit and Vegetable Month’. Bloom PR took up the challenge to boost awareness.

The PR campaign

The focus for the month-long campaign was the Add An Extra Serving Challenge. Kiwis were invited to visit the 5+ A Day Facebook page and enter a draw to win iPads, Breville appliances and cookbooks. Liking the page earned them entries in the draw – and they could also share the many ways they were adding an extra serving to their day.

The social media campaign was backed with a high-profile push to the media. Fresh produce boxes were sent to key influencers and Auckland-based media outlets and attractive media kits were provided to other key media nationwide. A press release with the headline, ‘Eat more to weigh less, says 5+ A Day’ provided handy tips for adding fruit and vegetables to meals. Bloom PR lined up a series of radio interviews for 5+ A Day’s nutritionist to reinforce the message about the importance of eating fresh fruit and vegetables.

The results

The social media campaign was an outstanding success, with Facebook likes jumping by 2,000 in just four weeks. Many people took the opportunity to share their favourite ways of adding an extra serving of fruit and vegetables.

At the same time, 5+ A Day received widespread coverage in the news, with 45 relevant media items reported during November. The New Zealand Herald food supplement, Bite, themed one of its issues around fruit and vegetables after receiving the press release and produce box. Other key print media supporting the campaign included NZ Woman’s Day, Healthy Food Guide and major daily metropolitan newspapers nationwide.

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