The Heart Foundation has partnered with Coles to launch a health hub providing information, recipes, and tips on nutrition, exercise, health, and wellbeing.
The Coles Health Hub will be promoted via double-page spreads in News Corp’s Sunday mastheads until early next year. In addition to the #RejuveNation spreads, the hub will be advertised through an integrated editorial, print and digital campaign across News Corp, extending the media company’s relationship with The Heart Foundation.
Late last month, the Foundation launched its ‘Hand on Heart’ campaign, led by former Yellow Wiggle Greg Page and a cardiologist-in-training who survived a heart attack at 24-years-old.
Chief marketing officer Chris Taylor said the new initiative with Coles is a “unique opportunity to amplify our heart-healthy messages across Australian communities as they face the stress of everyday life under COVID normal”.
“By delivering practical tips, expert commentary and heart-healthy recipes via the Health Hub and through the #RejuveNation lift-out each week, we can support people on their journey towards better health,” he said.
“The Heart Foundation’s knowledge and experience as a leading expert on nutrition, physical activity and heart health, together with Coles’ customer reach and influence, can help Australians to make healthier choices that will improve their overall health and wellbeing.”
Coles’ general manager of media and sponsorship, Kate Bailey, added that the health hub adds to the supermarket’s efforts to increase its focus on fresh food, and introduce affordable healthy meal solutions.
“The Coles Health Hub and #RejuveNation takes our health strategy a step further by providing Australians with the resources and information they need to make healthy choices and build happier lives,” Bailey said.
“Together with the Heart Foundation and News Corp Australia, we can reach millions of people and make a real difference in the way Australians manage their diet, physical activity and mental wellbeing.”
The Heart Foundation and News Corp achieved significant success with last year’s ‘Serial Killer’ campaign, but the follow up campaign, ‘Heartless Words’, was divisive. The ad – which featured a mother telling her child, “every time I told you I loved you I was lying” – was pulled just days after launching in response to the backlash.
On the new Coles Health Hub, News Corp’s managing director of national sales, Lou Barrett, said: “Creating a happier and healthier Australia is a pretty bold goal, however considering the reach and influence the combination of both News Corp’s brands and the Coles brand, we believe we can do it together.
“#RejuveNation is an insight-led editorial partnership that represents a shared commitment, based on shared values, of helping Australians get the best out of themselves and start their journey towards a healthier and happier life. Appearing in our recently launched section SMARTdaily, the #RejuveNation lift-out will start discussions and feature easy, actionable and achievable changes that Australians can make to find small wins and incremental gains in their everyday lives.”
Earlier this year, the Heart Foundation launched a national COVID-19 education campaign, informing Australians with heart disease that they are more vulnerable to severe complications from the virus. Taylor explained at the time that the pandemic had forced the Heart Foundation to “rethink our marketing plan”.
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