Reimagining Health with Holland & Barrett

As Europe’s foremost health and wellness retailer, Holland & Barrett continues to innovate and inspire with its groundbreaking 'New Food that Loves You Back' campaign. Initially launched last Spring, this campaign marked a significant overhaul of the brand’s entire food category. Now, as the campaign gains renewed momentum, it aims to align perfectly with the health-conscious spirit of the new year, offering consumers a plethora of nutritious options to kickstart their wellness journeys.

The campaign introduces an enticing range of products designed to promote healthier eating habits. From snacks to breakfast staples, every product in the lineup is crafted to support various health goals:

• Protein-packed chickpea snacks: A delicious and nutritious alternative to traditional snacks, perfect for those seeking to increase their protein intake.
• Muesli with muscle: Energizing breakfast options that combine taste with essential nutrients.
• Skin-loving superfoods: Products enriched with ingredients known for their skin health benefits, appealing to beauty and wellness enthusiasts.
• Plant-packed granola: A fiber-rich, plant-based breakfast choice that caters to the growing demand for vegan and vegetarian-friendly options.
• Honey with a buzz: Naturally sweet and bursting with flavor, this honey is designed to add a healthy twist to any meal or snack.
• Protein-powered peanut butter: A versatile staple that supports muscle building and satiety, making it ideal for fitness enthusiasts.

The Role of Digital OOH in Amplifying the Campaign

In partnership with Carat and PML, Holland & Barrett has strategically employed digital Out-Of-Home (OOH) advertising to bring its health-centric message to life. The campaign is live across various OOH formats, including mall displays, roadside panels, and transport hubs. This multi-faceted approach ensures that the brand's health food offerings are prominently showcased in locations that matter most.

Targeted Placements for Maximum Impact

• Road and Rail Environments: By placing ads in these high-traffic areas, the campaign targets daily commuters. The goal is to catch the attention of those considering healthier breakfast options as they travel to work, creating mental availability for Holland & Barrett’s nutritious offerings.
• Retail Environments: In shopping malls and near grocery stores, the campaign’s presence serves as a timely reminder for consumers seeking healthier alternatives. These placements aim to influence purchasing decisions right at the point of sale, ensuring that Holland & Barrett’s products are top of mind as shoppers fill their baskets.

The Strategic Importance of OOH Advertising

Elaine Rickard, Marketing Manager (ROI) at Holland & Barrett, underscores the strategic value of OOH advertising in driving the campaign’s success.
“OOH plays a vital role in this advertising campaign, offering unmatched visibility and the ability to deliver high-impact messaging across various formats within close proximity to our stores nationwide,” she explains. “Working with PML allowed us to create a powerful brand presence, reinforce awareness, and ensure consistent exposure to key demographics.”

By leveraging the expansive reach and visual impact of OOH, Holland & Barrett ensures that its message resonates with a broad audience. The campaign’s strategic placements enable the brand to maintain a strong presence in consumers' daily lives, fostering a connection that encourages healthier choices.

Building a Healthier Future

Holland & Barrett’s commitment to promoting health and wellness through innovative campaigns like 'New Food that Loves You Back' reflects the brand's dedication to supporting consumers in their wellness journeys. By offering a diverse range of nutritious options and utilizing strategic advertising to amplify their message, Holland & Barrett is well-positioned to inspire positive change in the way people approach food and nutrition.

Conclusion: Inspiring Nutritional Choices

As we embrace the new year, Holland & Barrett’s 'New Food that Loves You Back' campaign serves as a reminder of the power of nutritious food in shaping our health and well-being. With its carefully curated range of products and strategic OOH placements, the campaign not only promotes healthier eating but also establishes Holland & Barrett as a trusted partner in the pursuit of wellness. Whether you're looking to boost your protein intake or find plant-based alternatives, Holland & Barrett has something to offer every health-conscious consumer.