Operation Transformation: another year, another chance to target consumers hungry for change…

Operation Transformation

Tuesday night saw the return of RTE’s popular Operation Transformation, sponsored by SafeFood. The format has changed from a weekly 60 minute episode, to 2 x 30 minute episodes on Tuesday and Wednesday nights. The ratings indicated that interest in January health and fitness is stronger than ever, with a 38% SOV of HK+CH (up from 33% on 2012’s first episode) delivering almost 17 HK+CH ratings. The Operation Transformationfranchise continues to grow, with an exercise music podcast available on RTE’s Pulse and support from supermarkets. Aldi is currently listing Operation Transformation approved recipes on their website every week.

The success of the show reflects the overall trend, with Google showing (unsurprisingly!) searches for terms such as gyms and diets peaking in the 1st and last weeks of the year.

Many advertisers are tapping into the consumer health kick, just a few examples include Special K’s latest ‘what will you gain when you lose’ campaign, Fisioline cellulite treatment sponsoring TV3’s Dublin Wives and Avonmore Milk focusing on the health benefits of their slimline milk.

Publishers are understandably making best use of clients’ demand for health content, with Sunday World and RTE Guide releasing Weight Watchers issues and the other national press titles upping their health and exercise focus.

But as is usually the case there are some brands trying to buck a trend, certain sectors such confectionery will be hoping that consumers get back to treating themselves as soon as possible, most obviously indicated by the return of Cadbury’s Crème Eggs on 1st Jan!! For more consumer trends for 2013 check out our latest blog here.

Have you planned this trend into your Q1 activity?