Inspiration for the campaign was the synergy between lycopene, an ingredient in its Lycomato product, and astaxanthin, the key carotenoid in LycoAsta
Health ingredient producer Lycored marked Valentine’s Day this year by bringing messages of positivity to New Yorkers as it highlighted the “love story” between lycopene and astaxanthin.
The company set up a “crank of positivity” in Dumbo, Brooklyn. Passers-by were encouraged to think of something or someone they were thankful for and to turn the crank. They were then rewarded with inspiring messages which were projected onto the Manhattan Bridge Overpass.
The messages were all written by visitors to the company’s exhibit at last year’s SupplySide West. It made a donation to the New York Common Pantry for each message received, which works to reduce hunger and promote dignity and health.
Zev Ziegler, Head of Global Brand and Marketing, Health at Lycored, said: “Most of us celebrate Valentine’s Day by showing our loved ones how much we care. We wanted to encourage people to share some of that love with themselves, and with the wider community. Huge thanks to everyone who stopped by at SupplySide West and wrote messages of support. It was always amazing to think that those little words would be projected for all to see on the Manhattan Bridge and it was humbling that New Yorkers reacted so warmly to them.”
The company says its inspiration for the crank was the synergy between lycopene, an ingredient in its Lycomato product, and astaxanthin, the key carotenoid in LycoAsta.
Zev Ziegler, Head of Global Brand and Marketing, Health, Lycored, said: “Valentine’s Day is all about wonderful partnerships, so it was the perfect time to celebrate the synergy between lycopene and astaxanthin. These two carotenoids are perfect partners when it comes to holistic antioxidant skin support, with lycopene setting the stage for the free-radical hunter astaxanthin by activating overall cellular responses. It’s a real love story!”