Nutrition Brands: The Secrets from the Best January Campaigns
3 minute read…
As we move beyond typical 'Dry January' and 'New Year, New Me' behaviours, our perspective at Unfound is that it's crucial for health, supplement, and nutrition brands to establish year-round relevance in consumers' lives. Here's how three brands are setting the pace by initiating impactful wellness campaigns that resonate well beyond January.
Huel:
Huel’s latest campaign (and first-ever global campaign) excels without leveraging guilt. Launched strategically at the start of the year, it offers a timeless approach with broad appeal. Huel’s strong visual style invites a diverse audience to envision a healthier year - setting a high standard for inclusive wellness marketing.
Seed:
Seed’s 'Routines Over Resolutions' social campaign smartly extends the wellness mindset beyond the New Year. By promoting lasting habits over temporary fixes, Seed leverages its innovative expertise in probiotics to cultivate a loyal customer base focused on long-term health improvements, not short-term revenue.
M&S:
M&S introduces its innovative 'Brain Food' and 'Yay! Mushrooms' ranges with a campaign that champions cognitive and overall health. Developed in collaboration with the British Nutrition Foundation and the Royal Botanic Gardens, Kew, these products cater to a health-conscious audience looking for quality and innovation. The campaign, featuring quirky characters like Brian the Brain Ball, uses humour to highlight the importance of brain health, a topic our studio is also exploring with an upcoming brain health rebrand that we are excited to show you soon.
These campaigns illustrate effective strategies for engaging consumers, not just in January but for the rest of the year. By focusing on rituals, long-term benefits, and education, brands can encourage sustained health commitments. Here is our summary for brands, taken from the campaigns that have killed it this January:
Inclusivity: Help all kinds of people to see themselves in healthy rituals.
Longevity: Position your product as a year-long routines, not a month-long resolution.
Relatability: Don’t be afraid to use humour to educate a new portion of the market.
Brands should make sure their marketing strategy for the year understands seasons but is not led by them. If you need fresh eyes on your marketing calendar for the year, we’d be happy to take a look.
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