The Omega-3 Coalition turned to GKV to serve as the lead agency for a national advocacy campaign, in order to help stem a recent decline in the sales of omega-3 supplements in the U.S.
Research revealed that specific trigger moments, especially those related to heart health, spur consumer purchases in the fish oil category. The integrated campaign — which introduces the new tagline “Omega-3s. Always a good idea for your heart.” — is based on these findings and includes television, print, out-of-home, shopper activation, PR event marketing and digital components. The program is being tested in Charlotte this fall with a national rollout planned for 2015. New York-based M-Booth PR, Nashville-based BrandHive and Dallas-based Shoptology are also contributing to the marketing efforts.