USANA Health Sciences is a publicly traded, international nutritional company that develops and manufactures high-quality nutritionals, personal care, energy and weight management products. Headquartered in Salt Lake City, Utah, USANA is the 24th largest direct sales company in the world. With a global reach, it operates in several continents. USANA challenged 5W Public Relations to produce a strategic PR campaign that emphasizes its category leadership, as well as leverages its U.S. marketing initiatives to garner effective media coverage.
5W takes an all-inclusive approach to its brand building strategy for USANA, which combines national and regional media with local grassroots consumer initiatives, events and exclusive partnerships. 5W has established a news bureau for USANA's board of medical spokespeople to provide expert commentary in headline health news, creating opportunities to insert the company into everyday consumer news. 5W has also worked toward creating partnerships between USANA products and athletes and celebrities.
5W has produced a number of partnerships for USANA with professional athletes and celebrities ranging from Kim Clijsters, one of the highest-ranking female tennis players in the WTA, to Dr. Mehmet Oz, cardiac surgeon, author and Daytime Emmy-winning host of The Dr. Oz Show. These affiliations provide a competitive advantage as they establish a connection between USANA and major headline stories such as the U.S. Open and the fight against childhood obesity.
For example, 5W teamed up with Dr. Oz's nonprofit organization, HealthCorps, which aims to combat childhood obesity and educates children about nutrition and fitness. The collaboration produced the "Teen Battle Chef" cooking competition at Columbia University where local high school students prepared healthy dishes presented to a panel of judges that included celebrity chef Rocco DiSpirito, Dr. Oz and USANA Founder Dr. Myron Wentz.
5W has created continuous dialogue and ongoing relationship with the media for USANA Founder, Dr. Myron Wentz. Coverage surrounding Dr. Wentz's book, titled The Healthy Home. This effort garnered such press as: