Summary

Footballer turned Celebrity Masterchef winner Neil Ruddock was one of a handful of celebrities we worked with to promote MuscleFood's healthy eating programme Do the Unthinkable (DTU).

In one 12 month window we delivered 820,000 unique visitors through PR led content to a bespoke landing page on the client's website. This led to almost 13,000 sign-ups to the programme and 400,000 meal deliveries. With research suggesting that the average participant in the 12 week programme lost around two stones, we estimate that our e-commerce PR activity helped Musclefood customers shed a collective 25,000 stones in weight. We also helped the client sell around £2m worth of healthy meals.

Strategy

The key message in all PR materials was that DTU is a healthy and sustainable eating and exercise plan and NOT a fad diet. The meals are carefully selected and put together by qualified nutritionists. 

All outreach material was only to feature real case studies drawn from Musclefood's customer base. No images of models or fitness professionals would feature. Celebs used as case studies had genuinely been through DTU. 

Another key message was the easiness of the programme and the fact it takes the headache out of choosing healthy food. 

We worked closely with Musclefood's in-house team who supported and shared our PR campaign across social platforms using the hashtag #DoTheUnthinkable.

At the outset around 60% of Musclefood customers were male but we knew this programme would appeal to both genders. We made this gender neutrality key and selected our customer stories and celeb case studies accordingly - using both men and women. 

Our media targets would be mass market along with an element of women's magazines around the celebrity case studies. 

As well as Neil Ruddock we also worked with Gogglebox star Jonathan Tapper, Big Brother winner Josie Gibson and Love Island's Tyla Carr on this campaign.

Results

A total of 210 coverage items were achieved along with 177 SEO backlinks. Total opportunities to view exceed 3 million. 

KPIs achieved during a 12 month window: 820,000 unique web visitors (target 100,000), 12,696 sign-ups (target 2,000), and 400,000 healthy meals delivered (target 30,000). Sales achieved = just over £2m. 

Campaign impact

DTU sales exceeded £2m. With average weight loss of two stone each and 12,696 people signing up for DTU, we estimate that those undertaking the programme collectively shed a massive 25,000 stone in weight.