Tonic’s approach was to tap into mainstream healthcare moments where the brand could have a voice with an authentic, expert offering. Veganuary 2020 was one of these moments and using Medichecks’ proprietary data, a crucial study was released with impeccable timing.
Developing press materials in December, which highlighted a plant-based diet is scientifically healthier than that of a carnivore’s, Tonic ensured the campaign was ready to launch on January 2nd – tapping into the media’s appetite for Veganuary-specific news.
Natasha Fernando, Head of Clinical Excellence at Medichecks, featured as an expert commentator on the subject, drawing on her own experiences of supporting a patient who reversed the effects of diabetes by swapping to plant-based foods.
Medichecks’ Veganuary campaign reached an audience of over 138 million across broadcast, print, online and consumer media.
Coverage of the story appeared in titles including The Daily Telegraph, Daily Express and MSN health plus regionals such as the Liverpool Echo, Lancashire Post and Wigan Today.
Natasha Fernando was placed in reactive press interviews, discussing the positive impact of taking up a vegan diet, with Sky News during its flagship morning programme and on radio stations, Capital FM and BBC Radio Nottingham.