The UK’s leading home healthcare testing company Medichecks asked Tonic to raise the profile of its wellness tests in Veganuary.

The strategy 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.

With over 17 years of trading, Medichecks has a wealth of proprietary data – around 3 million healthcare biomarkers. The stats from this anonymised data was interrogated. It revealed how a plant-based diet is scientifically healthier than that of carnivores. This was compelling and evidence-based news hook ahead of Veganuary. Within just a few weeks of the angle being identified, materials were developed and the story was pitched to target media.

Natasha Fernando, Head of Clinical Excellence at Medichecks, featured as an expert commentator. She was coached to draw on her experiences of supporting a patient who managed to reverse the effects of diabetes by swapping to plant-based foods.

The Results:

Medichecks’ Veganuary campaign reached an audience of over 138 million across broadcast, print, online and consumer media.

The story was launched via a segment on Sky News. Further coverage appeared in titles including The Daily Telegraph, Daily Express and MSN health. Plus regional media such as the Liverpool Echo, Lancashire Post and Wigan Today ran articles.

Instagram did not return a 200.