Strategy
FRESH created an integrated influencer and public relations campaign designed to leverage the expertise of registered dietitians (RDs). The RDs on the FRESH team worked with a carefully selected group of RD influencers to educate about Swerve (and sugar alternatives in general) and inspire product discovery and acceptance.
The campaign invited influencers to provide education-focused content that positioned Swerve as a solution for better blood sugar control to support weight loss and help manage Polycystic Ovarian Syndrome and diabetes. Simultaneously, the PR activation included distribution of a supported article titled “Ask a Dietitian: Should I Use Sugar Substitutes?” FRESH also garnered earned media placements that include quotes from registered dietitians, hosted a Cookies and Cocktails virtual media event, and a full-length podcast sponsorship hosted by a registered dietitian.
