With winter in full swing, Cow had its work cut out when Flora approached us with a brief to get the Western Cape to bin those unhealthy snacks, get out from under the duvet and become heart healthy this winter, all the while creating awareness for the brand.
We weren’t going to go down the whole fitness fanatic route cause that’s not Flora but we needed to increase the appeal of healthy living and to show that anyone could make the change.
The answer came in the form of the Healthy Heart Makeover Challenge. A makeover competition on Goodhope fm that challenged people to make over their diets and to start becoming active.
Over 220 Capetonians responded to Nigel Pearce’s call to action to nominate an unhealthy loved one. Flora, in a heart-warming gesture chose ten contestants to go through to the Healthy Heart Makeover Challenge.
Each contestant received a:
- Full Health Assessment
- Personalized Eating and Exercise plan
- Virgin Active Gym Membership, access to fitness expert.
- Pick n Pay healthy food vouchers.
For the next three weeks the ten contestants followed their customized eating plans, attended group and individual training at Virgin Active and ate Flora.
Every morning Nigel called finalists live on air, reality radio style to get the low down on their trials and triumphs.
The most positive lifestyle change stood to win R10,000 cash!