Melrose Health launches new national TV campaign for its Turmeric Superblend via TRP

Melrose Health has launched a new Turmeric Superblend, with a national campaign from indie creative + media agency TRP.

 

The campaign is spearheaded by a 30 second spot that shows hundreds of turmeric yellow Slinkys cascading down a flight of stairs to create a striking product demonstration.

Says Kyle Ross, head of strategy, TRP: “Inflammation is a tricky subject to talk about in an interesting way. As a new product launch, we wanted to avoid common advertising tropes to ensure we could get noticed and drive appeal fast. The idea is focused on highlighting the feeling you get from adding Melrose to your diet. It’s a distinctive demonstration that shows a spoonful of Melrose can put a spring in your step naturally.”

Says Stephen Jemison, head of digital, TRP: “To ensure Melrose is placed into the consideration set, the campaign leans heavily on a mix of behaviour and purchase signals. Planning’s role was also about identifying the media contexts that could deliver the right balance of reach and attention, to continuously remind category buyers about Melrose Health.”

The national campaign is now live across BVOD, digital, social and outdoor channels.

TRP is an independent creative + media agency who work with brands on a mission to create radical change. TRP clients include Honda MPE, Miele, McLaren Automotive, digiDirect and MotorOne.

Client: Melrose Health
Head of Marketing: Belinda Groves
Creative + Media: TRP Agency
Strategy: Kyle Ross
Creative: John Fazio
Creative: Tom Markovich
Account Director: Prue Cumming
Producer: Margaret Hooper
Media Director: Donna Ross
Digital Director: Stephen Jemison

Production Crew
Director/Producer/Editor: Marc Verna
Director Of Photography: Andrew Poole
3D Animation: Kitset Grafix (Stafford Wilson & Ted Adair)