The Brief

Entice PR was retained by Vita Healthcare in November 2015, to launch CardioMato, a new optimised tomato-nutrient complex, scientifically proven to support cardiovascular health to target press.

The Plan

To kick start the consumer PR campaign and coincide with Heart Awareness Month, Entice organised a launch event for key consumer journalists, inviting them to a tomato-inspired cookery masterclass led by Nutritionist Sarah Flower at L’atelier De Chefs. Each recipe aimed to demonstrate the heart health benefits of tomatoes, with journalists then invited to eat the food they had prepared during an informal presentation about CardioMato, and its clinical research led by GP Wendy Denning.

Following the launch event, Entice proactively outreached to consumer and trade publications, securing widespread coverage for the brand in target publications. To continue to educate press and secure bigger features on heart health, Entice also works with Sarah Flower to develop innovative, expert led content to capitalise on a variety of seasonal angles, awareness days and the growing interest in cardiovascular health.

Alongside this activity, Entice has also been involved in case study development and placement, working with a variety of sources to create a bank of success stories to pitch to press.

The Results

To date coverage for CardioMato has appeared in key print and online publications, including, Mail Online, Love Sunday, Express Online, Women’s Fitness, OK! Magazine, Hello Online and Your Wellness. To date, this coverage has equated to an ROI of 12.