Integrated marketing agency, The Cyphers Agency, has promoted the benefits of grain foods for healthy aging on behalf of their client, the Grain Foods Foundation (GFF).
In partnership with The Ginger Network, Cyphers highlighted the positive aspects of grain foods’ nutrition for those 50 years old and older through a comprehensive public relations campaign targeting top nutrition and healthy aging communicators.
Cyphers collaborated with two external partners:
- The International Council on Active Aging to produce a series of blog posts authored by GFF’s Scientific Advisory Board members. ICAA’s blog reaches more than 50,000 members of the Council.
- The Healthy Aging Dietetic Practice Group to promote a series of sponsored e-blasts and a webinar to their 1,600+ membership. The GFF materials earned a higher-than-average open rate and webinar self-study completion rate.
The team also created a dedicated landing page, http://grainfoodsfoundation.org/healthy-aging/, to house a turnkey toolkit for GFF members and nutrition communicators to easily implement across their channels. The resources included:
- Fact sheet
- Blog posts
- Healthy recipes
- Sample social media posts
The landing page has received over 3,000 visits and is currently the third most popular GFF webpage. Of the nutrition communicators the Cyphers team targeted, 50% used the GFF materials, messaging and #grainsforhealthyaging campaign hashtag.
“The healthy aging campaign was a rewarding exercise in creating materials and messages that focused on the emotional connection to eating bread, not the science,” said Darren Easton, Cyphers VP & Creative Director. “By putting the emotions first and then backing them up with the science, we were able to build bridges with our audience and give them permission to enjoy bread again.”
About The Cyphers Agency
The Cyphers Agency, Inc., a Capitol Communicator sponsor, is an independent, full-service creative agency offering advertising, public relations and digital services with a focus on marketing strategy and brand development. Headquartered in Annapolis, Md., the agency works to promote regional and national brands in a range of industries including ADP, Seasons Pizza, Strayer University, Grain Foods Foundation, Capital Bank, Kay Apartments and Advance. Visit www.thecyphersagency.com.
About the Grain Foods Foundation
Formed in 2004, Grain Foods Foundation (GFF) is a group of thought leaders and advocates for all grain foods and believes everybody needs grain food to enjoy a happy and healthy life. Committed to nutrition education programming that is firmly rooted in science, GFF is a strong advocate for our members and a resource for consumers and the media who want to learn more about the role of grains in a well-balanced eating pattern. GFF offers research-based information and resources to members, partners, influencers, policymakers and consumers through a comprehensive communications campaign, conferences, webinars, research tools, social media and more. GFF is committed to bringing fact-based information and common sense to the consumer. For more information, visit GrainFoodsFoundation.org.