The Say Communications Award for Excellence in Product Communications

Summary of work

Winner: Seven Seas Health Oils Launch

The launch of Health Oils represented the most exciting innovation in fish oils in over 30 years and a high-impact campaign reflected this. A bold, innovative new PR route for supplements reached an untapped audience, resulting in sales uplift of over 200 per cent in key variants.

Media coverage dramatically exceeded targets and expectations (208 per cent of target achieved) with all stories in the highest tier of media outlets containing the agreed key messages for the campaign. Talent propelled the brand into cool territory and secured branded coverage beyond the health pages, while advocacy educated consumers on the benefits of fish oils.

Judges comments

I really liked this programme. As a behaviourial piece it was fun, creative and achieved great media take up. Differentiation of targets and channels was very strong, which in categories such as this is hard to achieve.  

Stakeholder comments

Brand manager: The campaign was a resounding success, delivering against objectives and exceeding coverage targets.

PR manager: The PR campaign imparted depth, endorsement and recommendation, whilst maintaining momentum during advertising bursts and driving online interaction. I was particularly impressed with our agency’s ability to devise a PR strategy that would integrate with our advertising, inspiring consumers through visual cues of golden cod liver oil.