LOSS IS OK. FAT LOSS. OF COURSE.

Weight loss is a topic that probably affects almost everyone. When the theme of weight loss is integrated into a campaign by the meat industry, involving a well-known personal trainer and other athletic influencers to spread its message, it will no doubt be a campaign that catches the eye and motivates you to try the product.

Rakvere’s new pork protein steaks, Extra Protein Power, were launched with the message

“Pork helps to lose weight and top fitness instructors eat it”

Purpose

In November, Rakvere launched Extra Protein Power pork steaks; extra-thin lean meat steaks, rich in protein and perfect for people with an active lifestyle. The aim of the campaign was to successfully launch the Extra Protein Power protein steaks and make them visible to the target group.

Strategy

The most important aspect of the strategic approach was to communicate as precisely as possible to the target group, with a clear and simple message. We chose a topic that probably speaks to everyone – weight loss. We cooperated with Siim Kelner, a well-known instructor and doctoral student in health behavior studies at Tallinn University, who helped create a background for launching the new products with various articles and speeches as early as the beginning of the year. He became the face of our campaign – “Losing is okay. Fat loss. Of course.”

Integrated communication campaign

To enhance the launch of the protein steaks, an integrated communication campaign was designed, including digital media, outdoor media, the innovative use of surfaces in sports clubs (stickers on lockers, mirrors, and screens), PR, and an event for influential persons and stakeholders. This time, unlike Rakvere’s previous events, the campaign event was took place in the health club on the 26th floor of the Olümpia Hotel in the center of Tallinn. Fitness instructors, who are active on social media, were invited.

“Pork makes you fat! Pork is unhealthy.”

Creativity

“Pork makes you fat! Pork is unhealthy.” Who hasn’t heard myths such as these? However, if the whole city is covered with the message “Pork can help to lose weight”, the face of the campaign is my fitness instructor, whose message follows me on my entire journey to the sports club and back, then I will go to the store and try this product for sure.

Results

• With PR, we covered all the main online media channels
• Sales of low-fat and high-protein products have grown exponentially.

The PR budget, including the campaign event, was approximately 5,000 euros.

Meta team

Ann Hiiemaa Partner and team lead

Helin Naska Senior Consultant