Posted on: February 19th, 2010 by Claudia McKenzie

They’re a jaded lot, journalists. So how do you entice them to your product launch? Well, invite them to the Fat Duck, it seems.

Tiger White PR (part of the Good Agency group) had the brief to launch Ascenta’s new omega-3 supplement. NutraSea had already achieved success in the Canadian market and was ready to hit the UK. The challenge was how to make a bang in an already-crowded market.

So Tiger White PR invited 30 influential health journalists to attend the launch and sample Heston Blumenthal’s famous cooking – taste being the theme of the day. The day consisted of a series of presentations by the Ascenta team, who came over from Nova Scotia for the event, and a registered nutritionist, Dr Rafe Bundy, who added credibility to the brand. After the presentations, the journalists were treated to 12-course lunch courtesy of The Fat Duck. NutraSea was included in the dessert to prove that it doesn’t have the strong fishy taste and smell of other omega-3 products.

The media were so impressed by the launch and the NutraSea product that we secured several high-profile pieces of coverage. And it goes without saying, the Ascenta team is absolutely delighted.