Client Brief and Business Challenge:
Jacob’s, a brand of Kraft Malaysia, aimed to maintain top of mind awareness in brand positioning as the healthy biscuit and to be seen as a strong advocate of a healthy lifestyle. Jacob’s Walk of Life is an event which Jacob’s repeated for the second time. To enhance brand appeal and awareness for Jacob’s, Essence was given the task to develop a 6-month long strategic PR campaign and to use the event as a platform to create a strong, convincing association between Jacob’s and a healthy lifestyle.

Essence's PR Strategy:
In line with its communication’s objective, Essence conceptualized a consumer ground-level event that allowed Jacob’s to motivate audiences and create appreciation for those who improve their health through an active lifestyle.

Results:

• Essence secured pre-event and post-event interviews for all the ambassadors for Jacob’s Walk of Life.
• Jacob’s reached their targeted participation with approximately 5000 registered participants for the Jacob’s Walk of Life on 17 August 2008 even with the postponement and the challenge from the “Unity Run”.
• Essence’s fresh and convincing PR approach successfully sustained media interest in the Jacob’s Walk of Life which took place from January 2007 to September 2008. Despite all the problems we still managed to generate approximately RM3.26 million in PR value which is more than previous year’s RM3 million.