Campaign for a Gluten-Free Diet - Dr. Schär

How do you make a new brand known to a hard-to-reach target group? Dr. Schär is a familiar name to health food store customers. Products under the "Kanso" brand describe foods containing medium-chain triglycerides, specifically designed for medical purposes. The particular challenge was to reach the hard-to-reach target group not only with the over-the-counter product "Ceres-MCT", but also with the prescription products.

The strategically developed claim "The beginning of a new quality of life" is aimed not only at patients but also at doctors and pharmacists. Advertisements in trade magazines as well as further informational materials such as patient flyers were designed to encourage doctors to prescribe the products.

To reach the target group directly, we designed a two-stage promotional campaign. The entry element was the on-pack loyalty-point promotion "2+1" on the Ceres-MCT product. When purchasing two Ceres-MCT products, participants received a third one free by mail. An enclosed letter and patient flyer drew attention to the "Kanso" products and the benefits of getting them on prescription.

With this extensive and multi-layered promotional campaign, FUSE achieved a direct path to the hard-to-reach target group.

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