Vitamin and supplement manufacturer Swiss Natural held an attention-grabbing experiential event at Yonge-Eglinton Square in Toronto on June 15, with professional hula-hoopers from Hoop Toronto giving passers-by a lesson on shaking their hips. The event, held in partnership with charitable foundation Breakfast for Learning, supported Swiss Natural’s “Route of Change” online campaign, created by Vaughan-based agency Tag Idea Revolution.

Additional Swiss Natural “Route of Change” hula-hooping events will take place at “spontaneous times and locations” in the downtown core throughout the rest of this week, with a dollar donated by the company for every person who agrees to try their hand at hooping.

The money will go to Breakfast for Learning, a charity which funds children’s nutritional programs.

“Route of Change” is primarily “an online wellness initiative” Swiss Natural spokesperson Dr. Elvis Ali tells MiC. The initiative is comprised of a Q&A form (which can be found at Routeofchange.ca) through which users can ask personal health questions, and Ali can respond with tailor-made advice.

Working with Breakfast for Learning to put on yesterday’s event adds another dimension to the campaign, says Ali, and is part of a brand positioning carried out by Tag to put forth Swiss Natural as “a mentor in the category of natural supplements.”

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