Winner: Nestlé (Malaysia) Berhad
Campaign: Nestlé, Nourishing Malaysia Showcase
The Mission:
To combat increasing consumer concern about the rise in lifestyle diseases in Malaysia, Nestlé Berhad communications execs wanted to showcase the company's products that
reflect a commitment to food, nutrition, health and wellness. The effort would be centered around a Nourishing Malaysia Showcase event aimed at stakeholders and the general
public.
The Hook:
To communicate its move towards renovating and innovating products to meet evolving consumer habits, the team built a showcase to chart the company's "wellness journey,"
hosting an event with information targeted to a vast array of stakeholders: government agencies, health officials, investors, nutritionists and media. Each section of the
showcase was a one-stop source of information by itself, with demonstrations of the shift towards healthier products; highlights of innovations derived from the R&D network;
and benchmarks for stakeholder communication to other Nestlé markets.
Tasty Tactics:
The team shared a tool for helping consumers to understand the benefits of nutritious products via the Nestlé Nutritional Compass, which was the first worldwide nutrition
labeling initiative. They also:
- Disseminated key messages via booths, display panels, brochures and wellness ambassadors; and,
- Highlighted developments within key sectors of the business to the media.
A Sticky Situation:
The initiative wasn't all smooth sailing: It was challenging to ensure that all parties involved were able to communicate with the same consistent key messages. The solution?
Structuring and organizing media interviews to be a vehicle for communicating correct messages to the general public. Also, the team made sure every effort and communication
circled back to the umbrella philosophy of a commitment to nutrition and health.
A Job Well Done:
Thanks to the team's attention to detail and the core mission, the campaign received positive media reports and attendee feedback. The program generated an estimated ad value
of $70,400, not to mention the calculated 90% shift in perception among attendees. PRN