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Health food retailer Holland Barrett is launching a new TV and print advertising campaign this week to promote its range of ethical beauty products.
The campaign focuses on Snail Gel, the latest anti-ageing beauty trend ethically sourced from the slime of snails, which hit shelves earlier this year.
The £360,000 advertising campaign created by RKCR/YR, brings to life the snails in the animated ‘good life’ style of Holland Barrett’s recent adverts, with the aim of attracting new younger customers into the category and in-store ahead of the busy Christmas shopping period.
A series of targeted 10 second TV adverts are scheduled to appear between 29 November and 12 December across primetime spots including ITV’s X Factor and I’m a Celebrity, Get Me Out of Here. Other key slots include Channel 4’s 8 Out of 10 Cats, during Channel 5’s film Troy and a variety of Skymedia shows including Glee, Sex and the City and Keeping Up With the Kardashians.
To support the TV campaign, the retailer will place a range of adverts in the national press and high end woman’s magazines including Daily Mail, Metro, Grazia, YOU, OK! The promotion will also include in-store point of sale material and a celebrity fronted PR and social media campaign featuring I’m a Celebrity TV presenter Ashley Roberts.
Lysa Hardy, chief marketing officer at Holland Barrett’s parent company NBTY Europe, said, “It’s really exciting to launch our first ever campaign which specifically highlights our extensive ethical beauty offering.
“We are hoping this campaign will help us drive new, younger customers into stores and become a destination of choice for those looking for the latest beauty trends, with our extensive range of award-winning, ethical sourced and value for money beauty products.”
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Tagged as: holland barrett | retail | health foods | ethical beauty products
Article source: http://www.theretailbulletin.com/news/holland_barrett_launches_new_campaign_to_promote_ethical_beauty_offering_27-11-13/