It is common to take health and the proper functioning of the body for granted, until something goes wrong. But the chain of stores specializing in well-being and nutrition Holland & Barrett wants Britons to adopt a proactive approach to their care and calls for giving voice, precisely, to bones, joints, muscles and organs.

The company has launched the “Back your body” platform, designed together with the Lucky Generals agency, which is based on the importance of caring for and caring for the body in a sustained manner. With it, the brand seeks to redefine its role in people’s lives by encouraging them to adopt a more active vision of their own health and providing them with resources to do so.

The idea is expressed in an eponymous advertisement in which knees, stomachs, fingers or noses let the owners of their bodies know what they need to be ready. They do it to the rhythm of the song “Show Me Love” by Robin S., in a vindication of the value of treating the body and its different components with love and attention. The piece has been made by directors Bradley & Pablo, through the production company PrettyBird.

“Too many times we only think about our health when something feels wrong. But our bodies talk to us all the time. The challenge is to learn to listen and act before” commented Mark Singleton, Marketing Director at Holland & Barrett, via LinkedIn. “Your body is the only relationship you have for life. ‘Back Your Body’ is about recognizing that relationship, taking care of it and understanding what your body asks for. It’s more than a campaign. It is a statement of what we believe at Holland & Barrett and the role we can play in helping people live healthier lives.”.

The advertisement is complemented by radio spots, outdoor advertising and activations on digital platforms and social networks. In social media, the company has promoted a content strategy, developed by Fabric and The Academy, which includes tips and advice for day-to-day life and common problems in various formats.
In addition, it will also promote collaborations with influencers and develop “Body Talks”, which will share real stories of people who take care of their bodies.

On the other hand, the advertising campaign is complemented by commercial actions. The company offers discounts of 20% for in-store purchases with the intention of encouraging consumers to take that first step in body care. In addition, it is also making 300,000 free wellness consultations a month available to the public in all its stores nationwide, with the intention of helping people understand their body’s needs.

The objective of the new platform is to reposition and drive the growth of Holland & Barrett, especially a more proactive audience between 25 and 39 years old, that is, people who already care about their well-being, who trust the brand but who do not yet perceive it as modern or relevant to them. By presenting itself as an ally in daily health, the platform transforms the perception of a traditional brand to a brand adapted to today’s lifestyle.