The Brief

The brief was simple: My Health Diary (Health Supplement Company from Taiwan) asked for an idea to launch its Slimming Camellia Tablet, a pre-meal stomach-filler meant to solve Taiwan’s age-old contradiction: the nation’s wonderful gourmet and the people’s obsession for weight loss.

Describe how the promotion developed from concept to implementation

The idea was to target the pre-meal ritual of food ordering, the guilt-ridden moment one chooses between what they carve and how many calories they will put on. To demonstrate how one can now order whatever they desire and not worry about putting on weight, we created life-like replica food sets, each missing a fraction but placed next to a pack of our Slimming Camellia Tablets.

Describe the success of the promotion with both client and consumer including some quantifiable results

After piloting this in one restaurant, 20 other restaurant partnerships followed; culminating in a 20% growth in business for My Health Dairy.

Explain why the method of promotion was most relevant to the product or service

There were displayed in glass cases from which restaurant patrons made their food orders, while sample packs were distributed to encourage trial and recall.