Holland & Barrett has unveiled its first TV advertising campaign since appointing RKCR/Y&R at the tail end of last year.
The £9 million creative features a 30-second launch advert which will run from tonight (Thursday 28 February) for three weeks. The ad introduces the retailer’s new creative proposition and strapline ‘the good life’ and features the recognisable voice of Sir David Jason accompanied by illustrations from Yulia Drobova.
The aim of the campaign is to inspire and empower people to live healthier lives, reinforcing the new brand mission ‘in pursuit of health and happiness’.
“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,” commented chief marketing officer at NBTY Europe, the parent company of Holland & Barrett, Lysa Hardy.
Sir David Jason’s voiceover narrative aims to drive home 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.”
Holland & Barrett’s buy one get one half price promotion is represented in the creative execution as well.
The TV ad will be supported by print and digital work, in-store POS, an extensive PR campaign and a 10-second version of the ad which will run throughout March.
Rupert Williams, managing director of RKCR/Y&R, added: “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.”