The What If Plan

PR campaign

The What IF Plan – the world’s first personalised intermittent fasting plan based on your DNA - launched in September 2017. The international start-up needed to stand out in an already saturated weight loss industry and make an impact in the many health and lifestyle titles.

We created a high impact PR strategy and used our insider knowledge as journalists to create an irresistible press pack that newspaper and magazine editors were desperate to feature.

Thanks to our decades of experience in journalism, we knew the best news angles and case studies that would appeal to our target publications.

The results — Secured national press coverage in Woman’s Own, Express, Independent, Closer, Your Fitness and Sainsbury’s magazine – after just two months on the campaign