Supplement brand Go Healthy has revealed a new look and go-to-market strategy via Y&R encouraging people to ‘Go Be You’.
The 30- and 45-second TVCs celebrate individuality, featuring an array of New Zealanders going about their best lives – be it skinny dipping in a swimming pool, getting a tattoo later in life or walking your poodle dressed as a poodle.
Y&R executive creative director Tom Paine says the brand brings a “much-needed” dose of reality to the supplement category.
“Their ambition is much more authentic and grounded - to help everyday Kiwis and Aussies do their thing, whatever that may be, to the best of their ability.”
Kevin Anstiss, Go Healthy's commercial marketing and insights manager, says it’s been exciting working with Y&R to give its approach an overhaul.
“In just six short months since appointment, Y&R has grown to understand our brand, our context and our ambitions, and we’re really looking forward to seeing all this hard work come to fruition as the ‘Go Be You’ campaign rolls out.”
The New Zealand campaign will also be used to launch the company in Australia.
Go Healthy has also released a video on its Facebook page explaining its brand story and its processes.
Y&R NZ and Y&R Engage were appointed agency partners to Go Healthy in September.
At the time, Go Healthy chief executive Scott Johnson said the company was embarking on the next stage of its growth journey, both here and offshore, and it was important the business aligns with world-class business partners who share its vision for the future and can help deliver it.
“With Y&R we believe we have just the team to do that. From their raft of exceptional work and what they showed during the pitch process, it’s clear they are a business that’s not afraid to push the envelope and we like that. We jointly look to challenge the status quo and are therefore exceptionally excited to be working with them,” said Johnson.
While living your best life is definitely aspirational, an article in The Guardianin 2013 highlighted conclusions drawn by British and US academics at the University of Warwick and the Johns Hopkins School of Medicine in Baltimore.
Despite one in three Britons taking vitamins or mineral pills, evidence from studies of almost 500,000 people suggested that "supplementing the diet of well-nourished adults … has no clear benefit and might even be harmful".