Vitaflo specialise in the development of innovative clinical nutrition products for Metabolic Disorders and specific conditions such as Kidney Disease. One of their dietary products supports people diagnosed with a rare hereditary condition called PKU (Phenylketonuria). There are approximately 3500 people living with PKU in the UK that have been diagnosed from birth, a condition that requires lifelong adherence to a strict diet, low in natural protein.

The client wanted to engage people diagnosed with PKU via social media, building a community on Facebook where people could share experiences, advice and tips. In order to generate significant awareness of the new Facebook page we suggested a launch campaign featuring the Celebrity Chef Simon Rimmer. Vitaflo wanted to help inspire people with PKU so that they felt they could enjoy great tasting healthy food making the star of Sunday Brunch the perfect fit.
We launched a competition where entrants were required to #challengesimon to make a PKU friendly version of a dish that they dreamt of but couldn’t have. The best challenges would win the entrants a place on an exclusive PKU cookery demonstration with Simon where he would make the dishes they suggested. Entries were posted to the Facebook page and helped stimulate conversation and engagement on the platform.
Aside from Facebook tabs and carefully crafted and managed social media postings we supported the competition with integrated activity including a promotional video, email marketing and event collateral.
This Saturday was the big day, when the competition winners got to cook with Simon Rimmer at an exclusive low protein cookery demo. Simon gave a fantastic cookery demonstration of how to make a low protein chilli with guacamole and sweet potato nachos before helping the winners cook their own. Staged at the brilliant Cheshire Cookery School in Altrincham, the atmosphere was fantastic with the kitchens a real hive of activity.
The winners enjoyed their chilli for lunch before Simon presented another 8 exciting low protein dishes for the winners to taste. The day was a huge success and brought the engagement already established on social media into the real world.
You can view the Vitafriends PKU Facebook page here

Blog by: Gary