London-based creative agency Kemosabe has won the competitive pitch for the UK launch of the super supplement Zest Active from leading Irish wellness provider Revive Active.
Revive Active has been successful in Ireland since 2011 bringing doctors, scientists, and nutritionists together aiming to provide the world’s leading health supplement. Now Revive Active is a leader in super supplements with nine products offering tailored nutrition for each life stage across a number of categories: everyday health and wellbeing, physical agility, mental agility and beauty.
Helen Mannion, brand/retail marketing manager at Revive Active said: “As a new-comer to a crowded UK market we need a strong and relevant positioning for Zest Active with a digital & social e-tailing solution. Kemosabe was chosen for both their strong track record and performance in this regard. They basically provided a solution we couldn’t refuse”.
The vitamin market in the UK has been growing steadily, but Covid-19 has been a catalyst for the rising emphasis on preventive health and general wellbeing. Sales of Vitamin C, D and other immunity-based supplements have increased 25% annually with the majority of the UK public (70%) believing they will continue to buy more health and wellness products permanently.
The private labels and established brands have flourished, and grocery own labels have proliferated in a market dominated by pharmacies and health food stores with the grocery multiples dedicating more and more shelf space to immunity-boosting vitamins and supplements.
John Speers, head of strategy at Kemosabe said: “Zest Active is formulated for the environment and life’s challenges we encounter today. We’ve tracked significant vitamin and health buying online in the last six months looking at the traditional players and have found that whilst they are spending significant sums online, they are slow to react and respond with an engaging digital and social presence. We created a strong digital and social first campaign with a powerful emotional rally cry at its centre engendering trust around the clear strength and efficacy of the product.”
Rebecca Adair, client services director at Kemosabe said: “We needed our audiences to understand the benefits of Zest Active enough to encourage trial and purchase and the creative is geared to achieve that. We mapped out the entire journey from reaching and inspiring new customers, educating and engaging them, then harvesting this interest to grow customer value and build a loyal community around a great new brand.”
Phill Clark, creative director at Kemosabe, added: “Zest Active packs the punch you need today and that translated into Feed The Day which could be executed across all four key benefits the product delivers on – for energy, mind, body and immunity. Feed The Day has the ability to galvanise all media across digital, social and influencers. If an idea is big enough it can do this and achieve the consistency for anyone to grasp easily and emotionally what this product can do.”
The campaign (below) rolls out in February across digital, social, search, influencers and CRM.