Australian vitamin and supplements brand, Nature’s Own, has repositioned itself as the body smart brand in a new campaign via Publicis Brisbane, featuring new BodySmart ambassadors including world champion, Sally Pearson OAM, AFL legend, Simon Black, and cook and author, Silvia Colloca.
The new brand direction stems from a creative insight in adults not achieving their daily goals; signalling a need for small, manageable steps to improve overall health and wellbeing.
The year-round campaign has commenced across TV, in-store and digital, with a social and PR strategy tapping into the human insight of the things that drive us to better perform, every single day with its Nature’s Own BodySmart team at the helm.
Says Mark Ho, senior brand manager at Nature’s Own: “Through our new positioning and Nature’s Own BodySmart team, we hope to provide our consumers a holistic approach to health in order to drive legitimacy and be seen as the brand that truly understands what bodies really need.
“When we look to our agency to develop creative for a new positioning, we’re looking for a long term approach that will connect the brand with our direct consumer ongoing – and we’re proud of the relevant and compelling work that has been done to date.”
Speaking yesterday at the vibrant Andrew (Boy) Charlton Pool, the venue of the official launch event, Sally Pearson said she was thrilled to join the Nature’s Own family to help champion better, healthier body decisions: “It’s an honour to be teaming up with such an Australian heritage brand and alongside Simon and Silvia, I’m truly excited to be leaning on my past professional experience in providing sound tips and tricks on how I’ve learnt to become smart about my own body and perform at my best.”
The Nature’s Own BodySmart team have committed to a range of ATL and BTL activities for the remainder of the year.
Client: Sanofi Consumer Healthcare
Publicis Brisbane: Digital, TVC & Creative Production
Haystac: PR & Communications