Helping a new consumer product gain national momentum
The team was asked by Keystone Marketing to work on behalf of their client Full Stop, as part of Keystone’s launch of a unique consumer product to the market. The team were required to communicate the launch of the Full Stop Bowl to a national and regional consumer audience.
The Full Stop Bowl was created by Cambridgeshire based Alix Avery, who used her own experience of failed diets to develop the bowl and regain control of how much she ate. The bowl was designed to change lifestyle habits and help people to eat less, rather than just another yo-yo diet accessory. The team were tasked with communicating to media the innovation around the design, which has a stomach-shape cut into it, a visual reminder of the amount you should eat at mealtimes. The key benefit is that no weighing or special diet food is required, you eat what your friends or family are eating – just less.
By speaking with key media about the benefits of the product, the personal experience of the inventor and the fact that the bowl was designed and manufactured in Great Britain led to high profile coverage in key national and regional press that had a direct impact on product sales.
Within one month of launch National coverage had been achieved in The Daily Mail, Prima, Sunday Times, Waitrose Weekend, The Week and Woman’s Own.
In addition, it was featured regionally in the Cambridge Evening News, Cambridge Magazine, and on BBC Radio Cambridge and Cambridge TV.