Case study


The brief

AAK, a specialist producer of oils and fats, developed a new cooking fat product which they wanted to position as research-driven and innovative and we were asked to develop their brand positioning.

Our approach

With our unique expertise and knowledge in marketing and nutrition and health claims, we were perfectly placed to support AAK in positioning their product as credible and evidence-based.

After in-depth consultation to understand the product, we identified opportunities for nutrition and health claims. We also advised on product reformulation in order to enable further claims opportunities. Where evidence-based and legally compliant claims could not be made, we developed factual statements about ingredients. Additionally, we reviewed the ‘wish list’ of claims that AAK wanted to make, and tweaked existing promotional copy to ensure regulatory compliance.

Our team also conducted a scientific literature review to identify the role of the product in different dietary patterns, as well as its role in health and disease. The conclusions from this research were then used to inform consumer marketing.

Finally, we compared the product nutritionally against competitor high-fat products. Based on the findings, we developed a handbook of comparative claims for AAK to use in their consumer marketing.

Speaking about our partnership, Ameer Majiki, Brand Manager at AAK International said:

“Working with HRS [on our Nutrition, Health and Botanical Claims] has really allowed us to expand on our articulation for a brand we are currently working on. Nothing was too much for Harriet and the team and the quality of work we received has been invaluable to us.

HRS was briefed to pull together approved health messaging on one of our products, that we would use when taking the product to market. Having HRS complete this exercise has distilled confidence in ourselves for when we use the messaging on our comms and provides additional selling points we may not have known otherwise.

They also assisted by creating some fantastic customer profiling which really allowed us to ‘know’ our customer, what their interests are, what their lifestyle is etc, and how our product becomes more than relevant to them. All work was created and produced in good time and the briefing / communication process throughout has been more than efficient. We would certainly recommend anyone thinking of working with HRS to do so!”

Our people

We are a highly skilled team of individuals from diverse marketing, communication, and healthcare backgrounds. This allows us to truly offer your business a full-service approach for all your nutrition and medical communications needs.

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