Consumer research was key to understanding our target market, their barriers to testing and how we could incentivise people to be tested and then purchase. These insights helped us to:Achieve the right balance between testing and sellingHelp consumers overcome barriers of denial – “I can’t see my cholesterol level so I must be alright!”, time and costGive consumers a way to find out what it’s about and get testedMake the testing environment warm, friendly and inviting to encourage participation (avoiding the clinical approach)

72,000 people tested for FREE – the biggest ever heart health roadshow of its type.The campaign increased overall brand penetration by 1% during the 16 week periodDelivered an additional £5.9m value sales!Amongst those tested:- 12% increase in penetration amongst tested consumers versus non tested- Sales uplift of 73% amongst across the Flora pro-activ range - 152% sales uplift on Flora pro-activ mini drinks- Repeat purchase level of 47%