Normalising herbalism by highlighting its heritage and popularity, whilst promoting the book “Cleanse, Nurture, Restore with Herbal Tea” and positioning herbal medicine as a natural alternative to many commonly used pharmaceuticals
Challenge:
Pukka Herbs, the UK-based organic herbal tea and supplement company, sought our help to contribute to the normalisation of herbalism by highlighting its historical use and current day prevalence across Europe. In addition to this objective, we were also tasked with promoting ‘Cleanse, Nurture, Restore with Herbal Tea’, the beautiful new book written by renowned herbalist and co-founder of Pukka Herbs, Sebastian Pole, whilst also positioning herbal medicine as a natural alternative to many commonly used pharmaceuticals, as well as accessible to many people who may be frustrated by a stretched NHS.
Solution:
Research was commissioned, via Opinion Matters, to reveal a trend towards herbalism and desire for more natural remedies to support our health. This provided the newsworthy headline that “one in four Brits more likely to turn to herbal remedies this year”. Broadcast news and feature advisories were then crafted and tailored for media using the strongest results from the research. Simultaneously, online copy was created to support the editorial sell in of recipe videos based on the content of “Cleanse, Nurture, Restore with Herbal Tea”. Through this combined approach of interview and content placement, supported by presenter and online editor seeding of the book, fantastic on air and online coverage was secured.
Results:
18 down the line radio interviews and coverage on 19 websites were secured on the story launch day – rising to – delivering a significant spike in exposure for the Pukka Herbs brand, as well as heightened awareness of and encouragement to purchase the new book. By providing feedback and coaching throughout the interview session, key messages were maximised, ultimately achieving all the campaign aims.