Reckitt Benckiser to grow MegaRed Omeda-3 brand in UK via GolinHarris PR campaign
Reckitt Benckiser (RB) is set to promote its first supplement brand MegaRed Omeda-3 Krill Oil in the UK with the appointment of GolinHarris London.
The agency’s healthcare team will run a heavyweight creative PR campaign to position the brand as one that can help consumer’s heart health, which will feature celebrity brand ambassador Gabby Logan.
Activities to engage with the brand’s core target audience of women over 45 will also be run, involving Dr Ellie Cannon and fitness trainer James Daily to encourage daily activity.
Mark Pearson, category marketing director of Healthcare for Reckitt Benckiser UK, commented: “The UK launch of MegaRed marks Reckitt Benckiser’s first move into the vitamins, minerals and supplements category,” and added that the company was aiming to replicate the success the brand has had in the US, within the UK market.
Siân Boisseau executive director of the GollinHarris healthcare team, added: “We are excited to be working with Reckitt Benckiser to launch MegaRed Omega-3 Krill Oil and have created a disruptive campaign to bring heart health to the forefront of the consumer media’s agenda.”
The healthcare division launched last year after GolinHarris acquired Virgo Health.
Last week, Logan uploaded an ad promoting the oil to her YouTube page.
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