Holland & Barrett
Driving awareness and consideration to revive the relevance of a wellness icon.
The challenges: eroding relevance, lack of engagement, and tighter budgets
In a post-Covid world, wellness became a daily priority for everyone. Supermarkets spoke the language of vitamins with confidence. Online brands brought fresh energy and science. Amazon’s convenience reshaped expectations. Meanwhile, Holland & Barrett needed to reestablish its own unique space in-order to stay relevant.
With tighter budgets, an increasingly competitive category landscape and multiple agency relationships to manage the challenge was clear: to create impactful, insight-led campaigns that would unite brand building and drive sales effectiveness.
The solution: insight-driven effectiveness
Our partnership was founded on a deep understanding of the brand, backed by a wider agency ecosystem working in harmony. Collaborating with the internal insights team, marketing team and partner agencies helped us to shape a mission-led approach to campaign planning and activation that put the customer’s personal wellness goals at the centre of the brand experience.
Alongside this, a newly reimagined visual identity was implemented across every critical brand touchpoint from initial creative origination through to final asset delivery.
The results: big uplifts in brand consideration and awareness
This cohesive and dynamic approach established Holland & Barrett’s position as leaders in modern wellness. Their women’s health campaign drove total comms awareness up to by over 30% YOY, achieving the highest level ever, driven by customers and non-customers alike. Among female customers awareness soared to an all-time high consideration score.
In addition, the energy campaign saw a treble digit percentage uplift in brand consideration and delivered over 180 million impressions across the channel mix.
The bottom line: sharper relevance, stronger connection and proven effectiveness
Helping Holland & Barrett reassert its role in modern wellness by putting real consumer insights at the heart of their brand marketing. A mission-led approach, combined with smarter production and seamless cross-agency collaboration, delivered campaigns that cut through the noise, revitalised brand perception and drove record-breaking gains in awareness and consideration, even within tighter budgets.
