CooperKatz :: Triomega

CooperKatz helped Norway’s Pronova Biocare — the world leader in the production of marine omega-3s — introduce its Triomega brand supplements to the U.S. market.

Targeting a broad range of media, CooperKatz distributed an announcement release and introductory press kit to health and lifestyle editors at magazines and newspapers, as well as television and radio producers nationwide. Select media also received an attention-grabbing creative delivery featuring the Triomega product.

On launch day, CooperKatz enlisted 40 classically dressed "newsboys," who took to the streets of Manhattan to distribute The Omegazette, a newspaper "supplement" heralding the arrival of Triomega in the U.S. In addition, CK released a VNR and b-roll package touting the benefits of omega-3s supplementation, followed by a satellite media tour featuring nutritionist to the stars, Alfred Krautgartner.

To sustain media coverage, CK conducted a national survey on America’s fish eating habits, incorporating the results into media materials and a matte release.

Results of the campaign include widespread local print and television coverage, as well as national broadcast "hits" on CNN "Daybreak" and FOX NewsChannel. In addition, the launch garnered extensive radio coverage, including health programs such as Aware Talk Radio, Your Health Matters and The Dr. Weary Health Show.

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