NEW YORK — Schiff Nutrition Group and M&C Saatchi NY on Tuesday launched a Valentine’s Day marketing campaign — “Whose Heart Do You Love” — in support of MegaRed krill oil supplements.
Through a custom Facebook application, MegaRed allows consumers to request a free product sample for their loved ones. As a bonus, the person requesting a sample on behalf of a friend also receives a free sample for themselves. As part of the effort, Schiff is making a $100,000 donation to the National Coalition for Women with Heart Disease.
The brand is relying heavily on peer-to-peer distribution through Facebook and an influencer component on Twitter where several celebrities are tweeting their support for the effort. Among those are Jennie Garth, Toni Braxton and Joy Bauer, all of whom have a personal interest in supporting heart health.
Blogger outreach is also being used to support the effort.
"Since Valentine’s Day is about celebrating who you love, we wanted to … to turn the sampling model on its head and expand the reach of our effort," stated Jennifer Steeves-Kiss, Schiff Nutrition chief marketing officer.
“Given the sampling effort is social in nature, so is the promotion behind it," noted Pierre Lipton, chief creative officer of M&C Saatchi NY.
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