RKCR/Y&R, the WPP owned advertising agency, has created a new £9 million TV advertising campaign for Holland and Barrett to communicate the depth of its staff expertise, product quality and breadth.
The TV advertising campaign, which airs with a 30 second launch advert on Thursday 28 February 2013 and runs for an initial three weeks, introduces the retailer’s new creative positioning and strap line ‘the good life’. It features the recognisable voice of actor Sir David Jason and distinctive illustrations by Yulia Drobva.
RKCR/Y&R developed the campaign and built upon a brand mission ‘in pursuit of health and happiness’. The retailer’s aim is to use this creative positioning to inspire and empower people to live happy and healthy lives.
Taking place in idyllic cartoon woodland, the initial launch creative sees birds dancing, rabbits playing leapfrog and a wise owl in a tree. Sir David Jason’s voiceover narrative communicates the ‘good life’ message saying: “At Holland & Barrett we scour the earth for the finest health foods and natural remedies. Our staff are qualified in nutrition and supplements. And thankfully all our toiletries are paraben free. It’s what we call the good life.” The advert also communicates the health food retailer’s buy one get half price promotion. There will also be a 10 second version running throughout February and March.
The TV ad will be supported by print, digital work, in-store POS and an extensive PR campaign.
Chief marketing officer at NBTY Europe Lysa Hardy comments: “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.
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.”
Holland & Barrett has 760 stores across the UK. It is operated by NBTY Europe who also own sports nutrition retailer GNC, plus health food brands De Tuinen and Nature’s Way.
Executive Creative Director: Mark Roalfe
Creative Team: Andy Forest / Nicola Wood
Planning Director: Mary Tucker
Business Director: Lucy Valpy
Account Director: Camilla Cramise
Agency Producer: Lucy Schofield
Media Company: Carat Media (Manchester)
Production Company: Picasso Pictures
Director: Steve Lenton
Producer: Melissa Venet
Post prod Producer: Dionne Archibald
Audio post-production: Tom @ Factory
Illustrator: Yulia Drobova
Typographer: Tivy Davies