Nutrilite New Product Launch

Project:
To launch the Phytonutrient Spectrum to both media and consumers, educating them on what phytonutrients are and why they are important.

Client:
Amway/Nutrilite, Weber Shandwick Worldwide

• Venue research, acquisition and management
• Menu creation and catering services
• Scenic and technical design and installation
• Signage design and development
• Fulfillment and distribution of fresh fruits, vegetables and additional product for distribution
• City permits for event and food distribution.
• Hiring, training and management of brand ambassadors for messaging and sampling
• Secure beneficiary to accept delivery of all leftover fruits and vegetables

• Finding a venue that provides optimal consumer visibility, editor convenience, and a restaurant for a 200-person luncheon
• A 1956 Chevrolet 3100 red pickup truck, custom branded, to display product and drive around New York for added messaging
• A chef who can promote healthy eating and take the brand’s objectives into consideration
• Custom façade to transform the restaurant and patio space into a green market for the day
• Approximately 30,000 pieces of 20 different types of fruits and vegetables that correlated with Nutrilite color pallette.

Brand-in-hand experience reached more than 2,000 New Yorkers

Nutrilite added color to a rainy day for thousands of receptive New Yorkers with Nutrilite farmers market bags filled with product, information and colorful fruits & vegetables

Sixteen street teams and spokesperson Amy Hendel talked up Nutrilite in and around the farmer’s market

Branded truck stopped at high-traffic locations including the NBC Today Show and CBS Early Show to drive traffic to the farmer’s market

The Daily Dose of Color Media Luncheon:

Captivated 33 editors and RD influencers at the Pop Up Farmer’s Market location

28 media and 5 influencers

High-profile publications included Self, Shape, Prevention, Ladies’ Home Journal, FIRST for Women

Total Media Coverage included 1,740 total proactive stories, Coverage within the top 25 media markets and nationwide and 31+ million impressions