Corazonas is a line of snacks infused with plant sterols, which are proven to help lower LDL (bad) cholesterol. Snack foods are typically considered off-limits to those wanting to lower bad cholesterol, so the company was challenged with changing consumer perception and building awareness about the benefits of plant sterols.
RKRP launched an aggressive media relations campaign connecting with influential editors and dieticians in the space, resulting in coverage on The CBS Early Show, WebMD, USAToday.com, SELF, SHAPE, Health, Fitness, More Magazine, Yahoo! Health, and many others. To Propel direct consumer interaction and awareness, the team also executed a targeted Facebook ad campaign, garnering more than 6,000 new fans across users interested in health, fitness, and nutrition in less than 2 weeks. The fan page continues to be a hub for the company to engage with fans, many of whom have become third-party brand advocates.