Y&R has given New Zealand-born natural health supplements brand, GO Healthy a new look and go-to-market strategy, launching this week with a new integrated campaign that calls for every man, woman and child, to ‘Go Be You’.
“Go Be You is a celebration of individuality, inviting New Zealanders to be true to themselves
rather than strive for unattainable societal pressures,” says Y&R ECD Tom Paine.
“Regardless of age, gender, ethnicity, tax bracket, or body type, we all have our own 100%. And most importantly, we all aspire to do our thing – whatever that may be.
“GO Healthy brings a much-needed dose of reality to the category,” Paine says. “Their ambition is much more authentic and grounded – to help everyday Kiwis and Aussies do their thing, whatever that may be, to the best of their ability.
“It’s been really exciting working with Y&R to give our approach a 360 overhaul.”
“They help regular people lead healthy, regular lives – a refreshing change in a category where brands frequently swap out one implausible celebrity for another.”
The integrated campaign launches this week with TVCs, OOH, social, PR, website, digital and press, and encourages real people to value everyday accomplishments, big or small, without taking themselves too seriously.
Available exclusively at pharmacies and health stores, the GO Healthy range of natural health supplements is specially formulated to provide Kiwis with everything they need to be the glorious, one-in-a-billion individual they were born to be.
GO Healthy commercial marketing & insights manager Kevin Anstiss said: “GO Healthy is such a well-loved Kiwi brand, and it’s been really exciting working with Y&R to give our approach a 360 overhaul.
“In just six short months since appointment, Y&R has grown to understand our brand, our context and our ambitions, and we’re really looking forward to seeing all this hard work come to fruition as the Go Be You campaign rolls out.”
The New Zealand campaign will also be used to launch GO Healthy in Australia.
CREDITS
Client: GO Healthy
Agency: Y&R
Production: Scoundrel
Music and sound design: Liquid
Photography: Loupe
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