PR Case Study: Flora lunchbox challenge
Golin found that recent improvements to children’s school dinners didn’t extend to packed lunches. In ‘back to school’ week this September, Flora offered mums helpful advice to empower them to make healthier packed lunch choices.
A Flora lunchbox
Campaign name: Flora lunchbox challenge
PR Team: Golin
Client: Flora
Timing: September 2016
Objective
Flora tasked Golin to campaign for change and bring mass attention to the Flora brand as a healthy plant-based spread alternative to butter, and to create wider awareness of the spreads category among the media and consumers.
Strategy
School lunchboxes must get healthier. Campaigning by Jamie Oliver has vastly improved the nutritional balance of school dinners, however, the government’s recent Childhood Obesity Strategy did not address packed lunches. Golin’s strategy was to raise awareness of the unhealthy state of school lunchboxes, as well as empower mums and kids by providing them with the tools they needed to make healthier lunchbox choices.
Flora commissioned a study with the University of Leeds, revealing that 98% of lunches packed by parents were unhealthy. A mere 0.5% improvement in 10 years. Flora took action, distributing 631,000 lunchboxes with a healthy meal planner and updating its website with lunchbox inspiration for parents.
Flora also joined with Sharon Hodgson, chair of the All-Party Parliamentary Group (APPG) on School Food, to campaign for better school lunchbox policy. The healthy message was delivered during back to school week in 2016, and used parent bloggers to participate in a #floralunchboxchallenge.
Outcome
The campaign raised an important question with regards to the nutritional content of children’s lunchboxes, and strategically used back to school week to deliver the message. The campaign highlighted the important role that plant-based foods play in creating healthy lunchbox options, with Flora being a key ingredient in a healthy lunchbox.
Golin achieved more than 150 pieces of branded coverage in one day across top national, consumer and broadcast titles including BBC, Daily Mail, Guardian, Huffington Post, Closer, ITV News, Sky News, VICE and The Sun. These results had a reach of over 500m. KPIs to date have been exceeded by more than 50%.
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