Issue: Mango was asked to generate media attention for Sanitarium’s Light’n’Tasty breakfast cereal by establishing a direct link with the ‘lighten up’ key messaging from their current ad campaign
Insight: There was no given news hook, no spokesperson or brand ambassador and the product is similar to many within the market
Idea: Mango created the Sanitarium Light’n’Tasty Lighten Up! Australia campaign which encouraged Australians to use laughter in the workplace to relieve stress. Mango recruited the services of Laughter Strategist Helene Grover as a brand ambassador to spread the word. Mango brought the media relations campaign to life by sending Lighten Up! hampers to selected media, and hosted a mini laughter session at Aqua Dining in North Sydney so media could experience laughter therapy first hand.
Impact: 48 pieces of coverage was generated nationally, reaching a circulation of almost 19 million. Coverage was achieved in a wide range of media including the Today Show, Sunday Telegraph, Herald Sun, Women’s Health & Fitness and Nova radio.
The campaign helped drive traffic to the Light’n’Tasty website to continue brand interaction in the workplace