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Mott's Takes the "Whole Body Health" Approach With Get Apple Healthy™ Communications Campaign
RYE BROOK, NY (June 3, 2004) – "An apple a day keeps the doctor away" — but has anyone ever stopped to consider Why? Mott's, the leading producer of apple sauce and apple juice has. As it turns out, apples and apple based products offer a well-rounded package of health benefits that promotes whole body health. With childhood obesity growing at an alarming rate and mounting confusion over nutrition issues, the simple approach of whole body health should be welcome news for mom's with young children.
"It's time to take a whole new look at apples," says Amanda Vaughan, Senior Product Manager for Mott's. "Apples and apple based products offer vitamins, minerals, fiber and phytonutrients. These nutrients may contribute to heart and lung health as well as help maintain the immune system, a healthy weight and circulatory system."
"When good eating and snacking habits are established early on, they tend to stick, even through adulthood," Vaughan continues.
"We think that if our core customers, — today's busy, family-focused moms — are made aware of the positive whole body health benefits of apples and apple based products, they'll make better snack choices for their kids."
To get the word out to consumers, Swardlick Marketing Group, health and nutrition communications agency of record for Mott's, has launched an aggressive communications plan. To support Mott's "Get Apple Healthy" positioning, a new web site, www.getapplehealthy.com tells the "whole body health" story for Mott's, and will be updated frequently with research findings and tips to incorporate healthy snacks into busy lifestyles.
Mott's was also showcased through a satellite media tour with registered Dietitian, Kim Galeaz, RD. Ms Galeaz delivered Mott's health messages during more than 20 interviews with news stations across the country. Desk-side visits with top women's service magazine editors were also conducted with stories expected to run in the critical back-to-school time period. A four color, full-page feature entitled, "Hungry? Thirsty? How About Healthy!" will run as the front page of the food section in newspapers all across the country this summer.
Mott's will also be active in reaching dietitians and nutritionists through direct mail as well as through a dynamic trade booth presence at the American Dietetic Association Food and Nutrition Expo this fall in Anaheim. Mott's commitment to health and nutrition communications is impressive, says David Swardlick of Swardlick Marketing Group.
"It's a win-win situation when we can help Mott's achieve their marketing goals while helping Mom's and kids eat more healthfully."
Mott's LLP, a subsidiary of London-based Cadbury Schweppes plc (NYSE: CSG), is headquartered in Rye Brook, NY. Mott's is the nation's leading producer of branded apple sauce and apple juice. More information about Mott's Get Apple Healthy program can be found at www.getapplehealthy.com and corporate information about all Mott's brands can be found on its Web site, www.motts.com.
Swardlick Marketing Group is a full-service strategic marketing agency with more than twenty years of experience delivering a wide range of services to regional and national clients. Services offered by the agency include strategic marketing planning, brand development, advertising, media planning, internet marketing and public relations. The agency's service offerings are organized across specialized practice areas, including: Food & Nutrition; Lifestyle & Leisure; Higher Education and Not-for-Profit; Travel, Tourism & Transportation, and Financial Services.
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