Case 2
Introduction
The Australian Egg Corporation Limited (AECL) and Reed Weir Communications (RWC) developed and executed an extensive media and public relations program in conjunction with the National Heart Foundation (NHF) to announce that eggs were receiving the Heart Foundation's Tick of Approval as a nutritious food.
The campaign's aim was to:
Following the launch, consumer research showed a 25% improvement in consumer attitudes towards eggs in relation to cholesterol and an 11% improvement in understanding of the relationship between eggs and fat. By the end of 2005, more than 50% of proprietary egg brands carried the Tick on pack.
Before the announcement that eggs had the NHF Tick, there was limited opportunity to send a strong message to consumers on the scientific consensus that there is little or no link between eggs and blood cholesterol levels or heart disease.
Securing the third party endorsement for the scientific evidence from the NHF was a significant step in countering the widespread myth that eggs raise blood cholesterol levels. After reviewing current clinical data, the NHF accepted Australian eggs into its high profile Tick program. This significant endorsement for eggs, long thought to be a villain in contributing to heart disease, provided a platform to promote the latest evidence-based science on eggs, cholesterol and heart disease, vindicating the highly nutritious egg.
RWC and AECL sought to enhance and capitalise on the interest in and news-value of the NHF Tick announcement by organising an extensive media and public relations campaign.
The Australian Egg Corporation Limited (AECL) and Reed Weir Communications (RWC) developed and executed an extensive media and public relations program in conjunction with the National Heart Foundation (NHF) to announce that eggs were receiving the Heart Foundation's Tick of Approval as a nutritious food.
The campaign's aim was to:
- collate, analyse and present the scientific evidence showing that eggs are a heart-healthy food
- secure third party endorsement for the health benefits of eggs from the NHF Tick Program
- generate maximum awareness to debunk the myth that eggs cause high blood cholesterol and heart disease.
Following the launch, consumer research showed a 25% improvement in consumer attitudes towards eggs in relation to cholesterol and an 11% improvement in understanding of the relationship between eggs and fat. By the end of 2005, more than 50% of proprietary egg brands carried the Tick on pack.
Before the announcement that eggs had the NHF Tick, there was limited opportunity to send a strong message to consumers on the scientific consensus that there is little or no link between eggs and blood cholesterol levels or heart disease.
Securing the third party endorsement for the scientific evidence from the NHF was a significant step in countering the widespread myth that eggs raise blood cholesterol levels. After reviewing current clinical data, the NHF accepted Australian eggs into its high profile Tick program. This significant endorsement for eggs, long thought to be a villain in contributing to heart disease, provided a platform to promote the latest evidence-based science on eggs, cholesterol and heart disease, vindicating the highly nutritious egg.
RWC and AECL sought to enhance and capitalise on the interest in and news-value of the NHF Tick announcement by organising an extensive media and public relations campaign.
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Research
On behalf of AECL, Newspoll conducted research into consumer beliefs and perceptions regarding eggs, health and wellbeing. According to Reid Weir account director Owen Craig, the results highlighted key areas of concern, especially the perceived effect eggs have on cholesterol levels and their perceived contribution to heart disease. ‘Eggs were regarded as part of the "bad food" group and this long-held consumer myth highlighted the massive task AECL had ahead of them to shift public perceptions back in line with current scientific evidence', said Mr Craig.
AECL then presented an extensive range of clinical data and scientific research to the Heart Foundation to show that eggs have very little, if any, effect on blood cholesterol levels and heart disease risk in most people. Mr Craig said, ‘This research led the NHF to approve entry of all fresh hen shell eggs into the Tick program as a highly nutritious food source. This was the first time the NHF had accepted an entire category into their Tick program.'
Planning
The campaign strategy was to collate and summarise the overwhelming scientific evidence supporting eggs as heart-healthy food, obtain third party endorsement from the NHF, ensure key opinion leaders in the nutrition and healthcare industry were briefed on the campaign, and generate maximum media coverage to help debunk the myth that eggs raise blood cholesterol levels.
The PR program, which commenced in May 2005 and concluded in October 2005, was divided into seven phases (with five specific media activities):
The first step in the campaign was to create a Contingency Issues Management Plan to manage the possible leaking of the ‘Tick' announcement news. This plan was prepared in conjunction with the Heart Foundation Tick Program and contained a response protocol, key messages, key spokespeople briefing documents and stand-by media statements.
To ensure a successful and credible campaign, pre-launch seeding and post-launch awareness activities were organised in support of the official NHF Tick launch.
Research
On behalf of AECL, Newspoll conducted research into consumer beliefs and perceptions regarding eggs, health and wellbeing. According to Reid Weir account director Owen Craig, the results highlighted key areas of concern, especially the perceived effect eggs have on cholesterol levels and their perceived contribution to heart disease. ‘Eggs were regarded as part of the "bad food" group and this long-held consumer myth highlighted the massive task AECL had ahead of them to shift public perceptions back in line with current scientific evidence', said Mr Craig.
AECL then presented an extensive range of clinical data and scientific research to the Heart Foundation to show that eggs have very little, if any, effect on blood cholesterol levels and heart disease risk in most people. Mr Craig said, ‘This research led the NHF to approve entry of all fresh hen shell eggs into the Tick program as a highly nutritious food source. This was the first time the NHF had accepted an entire category into their Tick program.'
Planning
The campaign strategy was to collate and summarise the overwhelming scientific evidence supporting eggs as heart-healthy food, obtain third party endorsement from the NHF, ensure key opinion leaders in the nutrition and healthcare industry were briefed on the campaign, and generate maximum media coverage to help debunk the myth that eggs raise blood cholesterol levels.
The PR program, which commenced in May 2005 and concluded in October 2005, was divided into seven phases (with five specific media activities):
- 1. Contingency Issues Management Plan to contain news leaks
2. Egg Nutrition Advisory Group launch to healthcare professionals
3. US nutrition expert Don McNamara's media tour debunking egg myths
4. Official NHF Tick announcement
5. Guinness World Record ‘egg-balancing' media stunt
6. US ‘Egg Asylum Seekers' stunt
7. World Egg Day promotion.
The first step in the campaign was to create a Contingency Issues Management Plan to manage the possible leaking of the ‘Tick' announcement news. This plan was prepared in conjunction with the Heart Foundation Tick Program and contained a response protocol, key messages, key spokespeople briefing documents and stand-by media statements.
To ensure a successful and credible campaign, pre-launch seeding and post-launch awareness activities were organised in support of the official NHF Tick launch.
AECL established an authoritative group of spokespeople from the medical and scientific community to provide scientific backing and research evidence in advance of the NHF Tick announcement. The Egg Nutrition Advisory Group (ENAG), an independent group of health and nutrition experts, provided unbiased and accurate information on the nutritional and health qualities of eggs.
International endorsement for eggs and heart health came from Dr Donald J. McNamara, PhD, Director of the Egg Nutrition Centre in Washington DC, who visited Australia in August 2005 to support ENAG and conduct a media tour educating the Australian public on the health benefits of eggs. Don McNamara's myth-busting evidence on eggs was disseminated as a ‘warm-up' for the NHF Tick announcement.
Ongoing post-launch awareness of the egg nutrition story was generated by a media stunt-a world record egg-balancing attempt.
Further mileage for the good health messages regarding eggs was gained on World Egg Day with celebrity chef Geoff Jansz promoting new and entertaining ‘usage solutions' for cooking with eggs.
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Execution
RWC and AECL carried out the following schedule of activities to enhance the Heart Foundation Tick announcement:
Regular meetings were held between NHF, AECL, RWC and other relevant parties, including ENAG members, to ensure that the preparations, key messages and joint activities were all running on time and according to plan. These meetings also allowed all the parties involved in the launch to refine and agree on the key messages.
AECL ensured that all egg farmers had access to the Tick program, without media leaks, by providing confidential briefings eight weeks before the announcement. Interested egg farmers were given an information pack that included details on Tick guidelines, the approval process, Tick stickers, and licensing fees, so that egg packaging could display the Tick at the point of sale as soon as possible after release. Media briefings also allowed interested egg farmers to coordinate their communication and marketing activities with the announcement.
RWC and AECL generated ongoing media coverage of eggs and their health benefits (new status) via lively and eye-catching events, such as:
Execution
RWC and AECL carried out the following schedule of activities to enhance the Heart Foundation Tick announcement:
| Activity | Timing | Key Element(s) | |
| a) | ENAG launch | July 21 |
|
| b) | Don McNamara's visit to Sydney | Aug 24-26 |
|
| c) | Official NHF Tick Announcement | Sept 14 |
|
| d) | US Egg Asylum Seekers | Sept 15 |
|
| e) | World Egg Day | Oct 14 |
|
Regular meetings were held between NHF, AECL, RWC and other relevant parties, including ENAG members, to ensure that the preparations, key messages and joint activities were all running on time and according to plan. These meetings also allowed all the parties involved in the launch to refine and agree on the key messages.
AECL ensured that all egg farmers had access to the Tick program, without media leaks, by providing confidential briefings eight weeks before the announcement. Interested egg farmers were given an information pack that included details on Tick guidelines, the approval process, Tick stickers, and licensing fees, so that egg packaging could display the Tick at the point of sale as soon as possible after release. Media briefings also allowed interested egg farmers to coordinate their communication and marketing activities with the announcement.
RWC and AECL generated ongoing media coverage of eggs and their health benefits (new status) via lively and eye-catching events, such as:
- ‘ENAG supports National Heart Foundation' media release on 13 August
- In the Balance World Record egg-balancing attempt in conjunction with the Today Show on 14 August
- ‘Save our eggs!' demonstration outside the Australian Embassy in Washington and video news release in conjunction with the US egg industry.
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Evaluation
Media interest in and coverage of the NHF Tick announcement was overwhelming. TV, print, and radio news and talkback were all active in covering the story, with hundreds of interviews conducted with the various NHF, AECL and ENAG spokespeople during the program.
Individual media coverage items can be summarised as follows:
Four weeks after the launch, Newspoll research commissioned by AECL showed a 25% improvement in consumer attitudes towards eggs in relation to cholesterol and an 11% improvement in understanding of the relationship between eggs and fat.
ACNielsen's Homescan data showed a significant upturn in sales following the NHF Tick launch. During December 2005, sales volume increased 14.4% and value increased 16%.
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Evaluation
Media interest in and coverage of the NHF Tick announcement was overwhelming. TV, print, and radio news and talkback were all active in covering the story, with hundreds of interviews conducted with the various NHF, AECL and ENAG spokespeople during the program.
Individual media coverage items can be summarised as follows:
- national and state TV news and lifestyle programs: 20
- national and metropolitan radio news and talkback: 140
- national and metropolitan print: 65
- Web/Internet: 53
- newswires: 6
Four weeks after the launch, Newspoll research commissioned by AECL showed a 25% improvement in consumer attitudes towards eggs in relation to cholesterol and an 11% improvement in understanding of the relationship between eggs and fat.
ACNielsen's Homescan data showed a significant upturn in sales following the NHF Tick launch. During December 2005, sales volume increased 14.4% and value increased 16%.
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