RKCR launches new TV campaign for Holland and Barrett

RKCR has introduced a new advertising campaign on behalf of health retailer Holland and Barrett, led by new TV commercials.

The animated adverts feature the slogan "The Good Life" and showcase how the chain's products and services can promote healthy living, a message that will be reinforced by press, digital, radio and in-store activity.

Illustrations provided by Yulia Drobva present woodland animals in a whimsical land, thus creating a friendly and approachable brand identity.

Holland and Barrett informed Marketing Week that it is seeking to modernise perceptions of the brand through this new initiative, providing an engaging showcase of the quality and breadth of its product range.

An internal engagement programme has also been launched to motivate staff, with the company's head office being dressed with real turf, trees, rabbits and owls last week when the advert was revealed to workers.

Lysa Hardy, chief marketing officer at Holland and Barrett, said: "People have quite an old-fashioned view of Holland and Barrett and imagine the brand from 20 years ago. The experience in store and what we sell has moved on quite considerably."