Lloydspharmacy is kicking off the New Year with a major weight-loss and stop smoking campaign, through recently appointed agency TDA.
The strategy includes national press ads, consumer press advertorials, radio and direct mail. It will also include some regional marketing activity with six sheet posters, ad bikes and bus advertising.
Launching on January 2, the campaign is the agency’s first piece of work for Lloydspharmacy since being appointed to handle the account last month.
Under the brand positioning of ‘Healthcare for Life’, the campaign will promote the free six-week weight-loss and stop smoking programmes provided by Lloydspharmacy, which includes expert advice via a private one-to-one consultation at any one of the retailer’s branches. This will be supported with a range of in-store offers on products such as meal replacements, appetite suppressants, and nicotine patches.
The campaign will invite people who want to adopt these healthier habits to either: ‘Save pounds, and shed them too’, or ‘Quit smoking, and save a few pounds too’.
Lloydspharmacy director of marketing Claire Bayliss said: “Two of the major new year’s resolutions are to lose weight and stop smoking, so there’s no better time for us to promote our free services for both of these. And at a time when people are feeling the pinch in their wallets, as much as the pinch around their waistlines, it’s important for us to provide them with value for money on suitable products, as well as valuable advice and support, tailored to their individual needs.”
TDA account director Elisabeth Anthony commented: “Many of the people we’re targeting will have tried and failed to stop smoking, or have previously lost weight but then regained it. The campaign is about helping these people to find a solution which is personally right for them, in order to give them the best chance of long-term success. We hope that the in-store offers will further incentivise them to take action and sign up.”
