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CASE STUDY:
[/mk_fancy_title][mk_fancy_title strip_tags=”true” tag_name=”h1″ color=”#222222″ size=”38″ force_font_size=”true” size_smallscreen=”30″ size_tablet=”20″ size_phone=”20″ line_height=”50″ font_weight=”900″ font_style=”normal” txt_transform=”uppercase” font_family=”none”]HOLLAND & BARRETT – THE GOOD LIFE
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The Challenge
[/mk_fancy_title]Research showed that Holland & Barrett had low awareness and a confusing image. However, it also showed great potential: those few people that knew about it – and visited it - were both, satisfied and repeat customers.
So the challenge was to increase the brand’s awareness and position it correctly as “The Good Life Expert”. Being a small chain, though, its budget was very limited, while at the same time facing a lot of competition from alternative “good life” providers, such as pharmacies and supermarkets’ healthy food isles…
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The Idea
[/mk_fancy_title]Engage people with the brand’s “good life” philosophy, inspiring and empowering people to live happy and healthy lives, while at the same time proving that – unlike alternatives – Holland & Barrett is, indeed, the good life expert.
The Strategy
[/mk_fancy_title]- Utilize radio and an array of social/digital touchpoints to:
- Educate about the good life through food products and supplements – thus strengthening demand.
- Infuse the brand with expertise, enhancing its positioning of the good life expert.
- Complement the strategy with strategic promotions to drive store traffic.
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Radio spots
[/mk_fancy_title]Spirulina
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Manuka Honey
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Quinoa
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