When the organization your public relations firm represents offers healthy food choices but is often subject to unfair bashing of its food fare, how do you help spread important messages about good nutrition?
Take a look—and see a winner.
Branding messages on nutrition and smart diet choices earned MWW top honors in Ragan’s 2013 PR Daily Awards in the Best Fitness/Health Campaign category on behalf of its client, McDonald’s Nutrition Network.
MWW and the McDonald’s NY Tri-State Owners/Operators Association created the McDonald’s New York Metro Nutrition Network (MNN) to highlight the fast-food company’s commitment to nutrition. The MNN awards local organizations with seed money to fund projects or programs promoting nutrition and responsible eating choices.
With the support of high-profile dietitian Tanya Zuckerbrot to help tell the McDonald’s story, and help from influential mommy bloggers, the MNN created honest, open dialogue and addressed questions and concerns.
MWW also worked with public officials across the NY Tri-State area to enlist their support in the McDonald’s cause and to encourage organizations in their communities to apply for funding. The response from the organizations was overwhelmingly positive.
Meetups at events in the Tri-State area provided information, answered questions, and offered sample menu items. Bloggers and McDonald’s local Twitter and Facebook presence guided people to nutrition tips on the organization’s website.
How did the efforts pay off?
MWW secured nearly 100 media hits, posts from more than 20 influential regional mommy bloggers, and announcements on almost 50 local Patch sites. Regional social media impressions about McDonald’s and nutrition increased nearly 2,300 percent, with 99 percent considered “favorable.”
McDonald’s exceeded its goal for funding applications from local community organizations by nearly 500 percent, with applicants representing the entire region.
We congratulate the team that collaborated on the winning effort.
Want to get recognized for your hard work? Find out about Ragan and PR Daily’s award programs here.