Client Profile

The Council for Responsible Nutrition (CRN) tapped CooperKatz for help publicizing the findings of “The Benefits of Nutritional Supplements” – a comprehensive scientific survey report documenting the health benefits of nutritional supplements like multivitamins.

To make the report as relevant as possible to different consumer demographics, CooperKatz developed a series of targeted press releases highlighting the scientific findings and recommendations for several target audiences: the elderly; baby boomers; the “sandwich generation” (i.e., those caring for older parents and small children at the same time); and women. CooperKatz also developed a fun quiz to allow consumers to test their supplement knowledge and drive home the point that taking nutritional supplements like multivitamins is a critical investment in one’s future health.

Coverage secured by the campaign included live appearances by Dr. Annette Dickinson, Ph.D., on network television stations in Washington, DC, and Chicago, as well as print coverage in numerous health-focused magazines like Better Nutrition and daily newspapers, such as The Columbus Dispatch and The Deseret News.