Health food retailer Holland & Barrett wants to awaken the nation, as it launches its first big creative campaign with new agency FCB Inferno. The multi-channel campaign, spanning TV, press, digital, in-store, experiential and social, aims to improve the health of sleep-deprived Brits, ensuring they hit their 8-hours per night. Centred around an interactive in-store marketing campaign, the creative helps consumers identify their sleep habits with six different personas: the Caffeinator, the Late Night Browser, the Daytime Dozer, the Biggest Snoozer, the Slumber Interrupter and the Ridiculously Early Riser. The six-figure campaign will showcase Holland & Barrett’s wellbeing knowledge, cementing the 760 store retailer as the number one destination for sleep products and advice on the high street with dedicated “Sleep Coaches” in every store.
The campaign, which uses the animated rabbit character from the existing “Good Life” creative by RKCR/Y&R, will launch with TV advertising, using a 30 second and a 10 second commercial, the first of which aired during ITV’s Cold Feet ad-break on Monday, October 3. The commercial will run alongside a print campaign (launching October 7), digital and social activity throughout October and November. The campaign will capture customers in-store and online and encourage them to identify their sleep persona. Digital placements will be personalised dependent on the different times of day they’re browsing, reflecting the behaviour of the 6 personas.
Holland & Barrett International’s Group Head of Brand and Marketing Emma Hobbs, said: “We want to grow engagement with our customers and feel the sleep different personas will really resonate, leading them to think about how they sleep while also showcasing Holland & Barrett’s genuine expertise. Most people don’t realise that they are poor sleepers, nor do they know how to describe it, so we hope to help them to recognise it and treat all kinds of sleep deprivation, while proving that we’re the sleep experts online and on the high street.” FCB Inferno Group Creative Director Elspeth Lynn, added: “Being briefed to help the nation get a better night’s sleep was such a great way to begin working with Holland & Barrett. This is a business with the nation’s wellness at its heart and this is exactly the kind of work FCB Inferno thrives on.”
The campaign follows the announcement in August that Holland & Barrett had installed FCB Inferno to support the multichannel retailer’s shift to a more digital and content-led approach from October 2016. RKCR/Y&R, who have provided ATL support for Holland & Barrett for the past three years will continue on the roster.
