Noluma is a tech company that developed unique patented technology to measure the ‘negative’ impact light has on food and drink products. They discovered that when milk is exposed to light the result is significant nutrient and vitamin loss.
Noluma approached FleishmanHillard UK for help to get retailers and dairy manufacturers to take action and protect the goodness of dairy for consumers to enjoy.
Our research showed that B2B audiences were only prepared to offer light protective packaging if there was consumer demand and noise around the issue. In partnership with Newcastle University, we published a report on the detrimental impact light exposure has on the nutrients in milk. The release of the report kick-started media conversations including coverage in The Grocer, Packaging Today and Farmer’s Weekly as well as lively discussions on Netmums.
We built momentum with the consumer campaign, ‘Light Damage is Real’, to encourage consumers to call on food companies to advocate for change. The accompanying website included tools to help people get in touch with their retailer directly. Influencer engagement and B2C advertising were also part of this phase all aimed to make light protection matter.
With a wealth of content and increasing noise around the issue, we took Noluma and light protection directly to our B2B audience. A new sales kit, training for on-the-ground business development representatives and a LinkedIn lead generation campaign all helped secure sales meetings and partnerships for Noluma.
After six months, almost 85% of our target B2B audience had heard of Noluma. Consumers really got involved in the campaign — lobbying retailers and milk brands to introduce light-protected packaging for their milk. Our lead generation activity secured multiple pilot trials which resulted in signed deals for Noluma.
PRWeek UK Awards 2020 judges’ comment about this award-winning B2B campaign:
“Loved this campaign. A clearly written entry with tangible results on a not obviously easy sell. Clever creative. A brilliant and unique campaign with tangible and impactful results”.