Baobab kicks off

Wild Card has been busy introducing the media savvy and health-conscience consumers to the new superfruit, or should we say wonder fruit, from Africa – known as baobab.

Not only it is even more super than our most popular superfruits  – it also offers, gram for gram, more calcium than milk, more iron than steak and more fibre  than wholemeal bread.

Sold at the Eden Project and its online shop in easy to use powder form, baobab can be sprinkled over a host of foods or stirred into juices and smoothies.

Baobab Week kicked off at the Eden Project (7-13 Oct), enabling people to learn more about this super fruit as well as the amazing work Eden is undertaking, creating a sustainable business model for African trade routes into the UK.

To launch the week, we created what could arguably be the healthiest cake in the world!  Packed with loads of superfruits including baobab of course, it went down a storm – with both the media and those who later enjoyed eating it!

Through a multi-facted campaign with creative visuals and great content, Wild Card has secured coverage across national and local TV, radio, key nationals, onlines – and all supported with widespread social chat.  Watch this space as the campaign continues into January.

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