Holland & Barrett is challenging the nation to take a more proactive approach to their health and wellbeing by supporting their bodies every day, not just when something feels off.
“Back Your Body” is a new brand platform from Lucky Generals, and its first work since the agency was appointed in May last year.
It is built on the simple but powerful insight that we often take our bodies for granted until something goes wrong. The platform is a rallying cry to the nation to change that behaviour.
The business is also offering 300,000 free Wellness Check-Ins per month across stores nationwide, to help people understand what their bodies need.
The activity is designed to unlock growth among a more proactive 25- to 39-year-old audience, people already engaged in their wellbeing, who trust the brand but do not yet see it as modern or relevant to them.
By repositioning Holland & Barrett as a partner in everyday health, the platform aims to shift perceptions from a familiar high street presence to a brand built for the way people live now.
Back Your Body is launching with a campaign that does this by literally giving the body a voice. From knees to toes to hearts to stomachs, the ad features the song “Show Me Love” by Robin S, being sung by an increasingly varied and sonically diverse choir of actual body parts.
Set to air during prime TV spots, the multi-million-pound campaign also includes a creator-led social activation, developed by Fabric and The Academy that brings to life Back Your Body through the lens of Body Talks, using people’s real-life stories about backing their bodies. It will be backed by out of home activity.
Holland & Barrett chief marketing officer Mark Singleton said: “Our bodies do so much for us, yet too often we only pay attention when something isn’t right. Back Your Body is about shifting that mindset, encouraging people to listen, support and invest in their bodies every day. This is why Holland & Barrett exists. As more people take a proactive approach to their health and wellbeing, we want Holland & Barrett to be the brand that helps them do that with confidence, relevance and ease.”
Lucky Generals CCO Shelley Smoler and CSO Damien le Castrec added: “Strategy said, people take their body for granted until it stops. Creative said, how the hell can you blame them? It doesn’t ask for anything. So, for Holland & Barrett, we broke that silence and gave the body a voice. Turns out, it wanted to sing a 90s banger.”
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