VAALIA Yoghurt 2004/2005

Porter Novelli Melbourne has worked with Parmalat - Vaalia yoghurt since 2002. Our ongoing public relations program aims to grow the brand in the heavily populated yoghurt market, highlighting the health benefits of Vaalia, and focusing on the unique selling proposition of being the only yoghurt containing the probiotic LGG along with two other active cultures.

To achieve these objectives, Porter Novelli Melbourne:

• continues to identify and maximize opportunities to generate media coverage and raise awareness of the brand within the core target market
  
• investigates opportunities to increase Vaalia trial and brand awareness at targeted food events and exhibitions
  
• communicates the better health aspects of the product through various channels including media, health professional including dieticians, gastroenterologists and GPs
  
• keeps abreast of forward features, producing copy / communication on agreed health topics
  
• supports the launch of Vaalia advertising, line extensions & new products and generates excitement with key media contacts as required
  
• positions Vaalia yoghurt as the perfect healthy recipe ingredient and demonstrates its many uses
  
• conducts regular sampling and product displays at popular gyms, Palace Cinema complexes, dietician conferences, Health Professional Games and fashion events including Style Mission 3 2005

We’ve also distributed more than 200 educational videos and another 200 kits to health professionals, effectively delivering the message of LGG’s health benefits. Follow-up research shows health professionals regularly recommend Vaalia to patients for its health benefits.

Extensive media coverage has been achieved on an ongoing basis across numerous target mediums to the desired audience consistently and effectively.

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