GKV uses Chef Ramsey to cook up millions of impressions for MPC.
After three years of advertising and community outreach, the colorful animated characters of the Healthy Groove brand had become well established with MPC’s target audience. But recently, the creative strategy shifted to a more personalized message by bringing the characters to life through advertising and outreach efforts.
The Chef for the Maryland Physicians Care Healthy Groove program, Ramsey Green, had a personal story to tell. By eating his own Healthy Groove recipes, Chef Ramsey lost 50 pounds.
So GKV featured Chef Ramsey in live-action TV and animated outdoor executions. But his story didn’t end there. To this day, Chef Ramsey continues to inspire Marylanders and build strong word-of-mouth equity through cooking demonstrations, interviews and relationships with key community partners.
Campaign Results.
As a challenger brand striving to advance in the tough Medicaid market, the results were even healthier than Chef Ramsey’s food. With more than 300 million impressions and over 200,000 grassroots activations, the program increased MPC’s market share by 3% as well as its standing within the state of Maryland.
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Consumer Response Graph
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Program Engagement Chart