Conscious Food

The Brief

Conscious Food is the pioneer of high-quality, natural organic food derived from the finest natural resources in India. Entice Communications has been retained by Conscious Food since 2012, with an initial remit to raise consumer awareness of D’Mix, the first Ayurvedic organic product that naturally targets digestive problems.

The Plan

D’Mix is a unique proprietary blend of eight herbs and seeds that has been specifically formulated to aid and assist the digestive process to help bring your digestive system into its healthy, balanced state.

To launch D’Mix to the consumer press, we wanted to raise awareness of the issues surrounding digestive problems and how this unique product can help alleviate them. We enlisted leading media medic, Nutritional Therapist and award-winning health writer Dr. Sarah Brewer as a brand ambassador, to add credibility to the product and act as a spokesperson for the brand.

We invited our target media to a D’Mix press launch in Central London to learn about the product and have a personal digestive health assessment by Dr. Sarah Brewer, and our Conscious Food experts. All journalists left with a sample of D’Mix for them to trial, together with press information.

To ensure this important issue gained the interest it deserved, we also launched the “Just Chew It” awareness campaign, which involved commissioning a survey and hosting a radio day that focussed on the survey findings and the issue of digestive health in general.
Consumers were encouraged to visit a dedicated website www.justchewit.net for information about the product and campaign.

The Results

Thus far, the Just Chew It campaign has been featured in titles including The Times, The Sun, The Daily Mail Online, The Telegraph, Bella and S magazine and was featured on more than 35 radio stations nationwide.

Our consumer PR activity for D’Mix has resulted in coverage in target titles including Vogue Online, Glamour, Natural Health, Woman, The Sunday Times Style magazine, Top Santé, Best, My Weekly, Woman’s Weekly, Predictions and Feel Good You.

More than 70 pieces of coverage
More than 270 million people reached
More than £125,000 advertising value equivalent
More than £376,000 perceived editorial value
ROI: 5 times monthly spend