MasterFoods Australia New Zealand - Chocolate Information Centre (CIC)

For more than a decade Masterfoods has conducted research that demonstrates certain Mars chocolate contains powerful antioxidants called flavanols similar to those found in tea and red wine.

Against a background of rising concern over diet, health and the benefits of certain foods, Porter Novelli Melbourne was engaged by Masterfoods to boost understanding among key stakeholders that certain chocolates are rich in antioxidants, using the growing body of credible research that indicates certain cocoa and chocolate can improve heart health.

Porter Novelli Melbourne’s in-house Nutrition Consultants used their expertise to establish an Australian Chocolate Information Centre (CIC), with a strategy to reach primary stakeholders among the ranks of health professionals – particularly dietitians and cardiologists.

Activity included a newsletter condensing current research findings, trade displays and the CIC website for the Asia Pacific region.

Supporting media activity centred on important “chocolate” dates such as Valentine’s Day and Easter to promote specific Mars products including Dove Dark Origins ® to consumer media.

For more information about this case study, please contact Peter Kent.