Red Agency was briefed to provide media relations support for Helga’s 90% Wholegrain campaign, promoting Helga’s bread as a nutritious source of fibre for Australian women.
Consumer 3 - Helga's

Overview:

Our primary objective was to raise awareness of health benefits of wholegrains, promote Helga’s products as a quick and easy breakfast option for Australian women and combat negative perceptions about bread.

Execution:

Red Agency commissioned research with Galaxy looking at breakfast habits for Australian women and other trends related to women’s health and wellbeing.

We engaged Nutritionist Geraldine Georgeou as a third-party spokesperson for the campaign to add credibility and drive further media interest.

Two media releases were developed around Australian women’s health and eating habits. Pitches were also developed for individual publications, tailored towards their respective audiences.

Following the success of the campaign, Red Agency was briefed to organise an internal event to share the campaign results with the broader Goodman Fielder staff.

Outcomes:

We secured more than 80 pieces of coverage in key publications, with a reach of more than 60 million (potential to view).

Media coverage included Helga’s key messages about the benefits of wholegrain, positive quotes from our spokesperson and ultimately promoted Helga’s bread as a healthy food for Australian women.

Coverage was achieved in Tier 1 media publications  including  The Daily Telegraph, New Idea, Today Tonight, Lifestyle.com.au and Body + Soul . We also secured national syndication across Newscorp and APN newspapers.

For the internal launch Red Agency created the concept of the Helga’s Cafe for a breakfast event with Goodman Fielder staff.

Red Agency managed the entire event including: catering, production of branding and promotional collateral and event logistics on the day.

We engaged the campaign spokesperson Gerladine Georgeou to speak at the event to educate Goodman Fielder staff about the nutritional benefits of Helga’s and wholegrains.