Lycored is a global leader in natural carotenoids for food, beverage and dietary supplement products. A brand committed to "cultivating wellness," the Israeli-based company develops natural ingredient formulas into four main business areas: active health ingredients for wellness, colourings, ingredients for taste & texture improvement, and nutrient premixes for fortification. Lycored currently operates production in the UK, Switzerland, the US, Ukraine and China. 5W has been tasked with celebrating the brand's 20th anniversary while promoting health and wellness, as well as attracting recognition via media exposure.

Media Placements

Media and publication placement for Lycored

STRATEGY

In an effort to celebrate Lycored's milestone and promote its mission of cultivating wellness, 5W has created, coordinated and executed a unique, strategic event activation that aligns with the brand's narrative. The team has leveraged October's National Tomato Month to create the Guinness World Record "Largest Display of Tomato Varieties" in Times Square. The media-attracting event utilized a professional chef, where the team constructed a giant tomato salad on a stage in the center of Times Square. To increase engagement with the brand, the tomato salad was served to event visitors. 5W has coordinated the donation of all the leftover salad to local New York food charity City Harvest to further speak to Lycored's mission of cultivating wellness.

RESULTS

By leveraging the buzzworthy event, 5W has secured a total of 179,300,405 media impressions from pre- and post-event outreach to date

5W continues to publicize the event using jay-walking videos, event tomato salad recipes, The City Harvest philanthropy, and National Tomato Month

Coverage has included:

  • Reuters TV
  • FOX News National
  • International TV outlets
  • Fitness Magazine
  • Star Ledger
  • NJ.com and more