A five week program of natural health products, organics and exercise
As part of a long-term strategy to position the Canadian Health Food Association (CHFA) as the go-to source of consumer-friendly information about the natural health industry, Merkato was asked to develop a multi channel creative campaign to showcase a holistic approach to health. Working collaboratively with CHFA and its various partner agencies, Merkato came up with the “Revive in Five” concept, a five-week challenge for healthier living incorporating tips for natural health products, organic foods and fitness. Each week of the “Revive in Five” focused on a different body system, creating a vibrant, healthy body from the inside, out.
With a winning concept in hand, Merkato set about ensuring all of recommendations were factual and based on the latest science. Our in-house nutrition expert Blair Cameron collaborated with Registered Dietitian and Olympic strength and conditioning coach Nanci Guest to develop tips for effective natural health products and organic foods for each week. To accompany these nutrition recommendations, Merkato worked with Olympic athlete and World Champion Skier Kristi Richards to develop complementary fitness tips. To bring the “Revive in Five” alive, our gifted creative partner Steve Hagey with Igniter developed simple, yet engaging infographics to visually communicate each week’s recommendations in a single view. With strong content in hand, Merkato pitched and secured TV media appearances across Ontario and Western Canada, featuring our well-trained and highly credible spokespeople.
The “Revive in Five” was a great success with a large number of impressions in online, TV and print media. The story appeared on Ontario TV outlets including: CTV Noon News Kitchener, CH Morning Live Hamilton, CTV Morning Live Ottawa and Rogers Daytime Ottawa. In Western Canada, we reached audiences through Breakfast Television Edmonton, Global Noon News Edmonton, Global Evening News Edmonton, and Breakfast Television Calgary. The campaign also appeared in Alive magazine (and online), Health Castle Toronto and on InsideToronto.com.
Faced with a tight timeframe, Merkato was able to produce an engaging and vibrant program, recruit credible and media-trained spokespeople, develop strong SEO content for the client’s web presence, and secure a range of TV and print media coverage resulting in millions of impressions, all while furthering CHFA’s long-term goal of consumer-oriented messaging.