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 MEC’s activity at AdWeek Europe 2017 was focused on challenging people in the industry to ‘brave your bias’.

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MEC wins Nākd social media account
20/01/2014

MEC has won the social media account for Natural Balance Foods, the UK’s leading wholefood snacking company.

MEC will undertake a year-long social media campaign to raise awareness of Nākd bars, one of the brand’s leading products, among consumers and key influencers. The activity will target Nākd bars’ existing core audience of vegans, vegetarians and people with food intolerances and sensitivities, alongside a broader mainstream audience called the ‘Healthy Balancer’. This group is made up of ABC1 females aged between 18 and 44 who are actively doing something to improve their health and diet. These individuals may be avoiding added sugar and excess salt in their diets, opting for foods that provide a portion of fruit, drinking more water, exercising and looking to avoid gluten/wheat/dairy for lifestyle reasons, rather than due to an intolerance or sensitivity.

To reflect the brand’s overarching marketing strategy, social media will be used to promote the benefits of plant-based wholefoods and encourage consumers to include more in their diet. This activity will encourage trial and repeat purchases of Nākd bars, increase brand advocacy and traffic to the brand’s ecommerce site www.eatnaked.com, and will support Nākd’s ‘Revo-Smoosh-On’ ATL campaign in January.  

Marina Love, Marketing Director at Natural Foods Balance said: “We’re keen to grow our audience and we understand the importance of targeting a more mainstream consumer group via social media channels. MEC really impressed us with its understanding of the challenges facing our business, as well as with its knowledge of our target audiences. We are looking forward to working with MEC to deliver a campaign with real cut-through.”

Nick Dobson, Head of Digital Engagement said:”We are thrilled to have been appointed to take on this ambitious social media campaign for Nākd bars. We are confident that our planned social activity will effectively reach and engage with a new audience helping to grow the brand and its associated products.”

MEC wins Nākd social media account
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