Heinz GO BEET

August 9, 2011 by  
Filed under Case studies, Consumer, Heinz

The Brief: Heinz launched GO BEET, a new beetroot juice, in Australia in November 2010. Beetroot has shown to be a high source of dietary nitrate, which is linked to a boost in endurance and stamina by allowing muscles to use oxygen more efficiently. With this in mind, GO BEET is a particularly beneficial product for sportspeople. Consumer public relations agency, Pulse Communications, was tasked with raising awareness and hype for this new product to lead to trial and adoption.

Ideas: Pulse Communications executed a range of sampling opportunities, events and media activities over the course of 12 months to raise maximum awareness for GO BEET, which included:

  • Recruiting high profile athletes (without fee) to genuinely endorse the benefits of GO BEET as a fleet of ‘BEET Boys & Girls’
  • Outreaching to media with tailored angles most relevant to them, to secure editorial coverage
  • Securing sampling opportunities at popular Ocean Water Swim events
  • Conducting a series of free ‘BEET Camp’ outdoor training sessions for the public to get involved and taste GO BEET for themselves
  • Communicating training tips and GO BEET benefits via social media

Influence:

  • Pulse Communications secured GO BEET trials with more than 30 high profile athletes, including Ian Thorpe, Stephanie Rice, Essendon FC, Jane Saville and Libby Trickett – nine of these publicly endorsed GO BEET
  • Editorial coverage on GO BEET reached almost 6 million Australians
  • Tens of thousands of Aussies sampled GO BEET at top-tier Ocean Water Swim events
  • BEET Camps were conducted in both Sydney and Melbourne
  • Views on the GO BEET Facebook page increased by 700% over the course of the campaign, with a total reach of 35,257 post views in this time