Health food retailer Holland & Barrett has today announced the launch of a £9 million advertising campaign as it seeks to rejuvenate the brand and focus on the expertise of its staff.
Operating under the strap line ‘The Good Life’, the 30-second ad debuted yesterday and will initially run for three weeks as the retailer introduces its new creative positioning.
Featuring the voice of actor Sir David Jason, the ad uses illustrations and is a distinct departure from its previous advertising strategy, though the primary function of the campaign remains to inspire customers to live healthily.
Supported across all channels including print, digital and in-store POS, the ad was developed by agency RKCR/Y&R and a 10-second version will also run throughout this month.
Rupert Williams, Managing Director of RKCR/Y&R said: “Holland & Barrett is one of the country’s most recognisable high street brands and this work stays true to that familiarity, whilst making them distinctive and emphasising their advantage, in an increasingly crowded category.”
Last September,Holland & Barrett announced the appointment of Chief Marketing Officer (CMO) Lysa Hardy as it sought to expand its omnichannel presence and Hardy explained the importance of the latest campaign.
“As the first high-street retailer to give staff an A-Level standard qualification in health and nutrition, we’re confident that our staff give shoppers the best possible health, beauty and nutritional advice whenever they need it.
“This new creative platform will help us tell many of these stories behind the brand, and the campaign RKCR/Y&R has developed will help us communicate with customers about the many ways we can help them live happier and healthier lives.”