Charlotte, NC—A coalition aimed at reversing the decline of omega-3 sales in the United States is moving forward with a national program.
The Omega-3s. Always a Good Idea Campaign was formed in early 2014, and is coordinated by GOED, the Global Organization for EPA and DHA omega-3s. The group recently completed a test market of its marketing campaign in Charlotte, NC, and found a 5.8% sales increase in four weeks. The sales bump included all types of marine oils, including fish oil, concentrates and krill oil; the same oils experienced a sales decline throughout the rest of the country. According to a statement from GOED, “Charlotte was lagging behind much of the rest of the country prior to the campaign, but by the end was the best performing region in the country.”
The mid-September to mid-October program included consumer ads (billboard, television, print and digital), an educational consumer Web site (AlwaysOmega3s.com), targeted public relations and retail store activation.
Given this success, the coalition is planning to do a national roll-out of its campaign early this year (2015).
Published in WholeFoods Magazine, January 2015 (online 12/11/14)