Leo Burnett Kicks off the New Year for Nature Made
"The Start of Something Great” reframes the cultural conversation around health and wellness.
To shift cultural conversations and consumer expectations around health and wellness, Leo Burnett helped Nature Made reframe positive messaging for “The Start of Something Great,” which is one of the brand’s largest advertising campaigns to date. Leo Burnett has been Nature Made’s creative agency of record since 2021.
The campaign kicked off with a high impact live viewership on three network New Year’s Eve programs, as well as Good Morning America!, and it’s continuing to gain attention for the rejection of age-old “scare based” health tactics in advertising, in favor of a positive and proactive approach to wellness.
“Consumers are increasingly interested in taking a positive, proactive approach to their health,” shared Rhonda Hoffman, Pharmavite Chief Marketing Officer. “Science and quality remain fundamental to our brand’s DNA, but our new campaign seeks to reframe the role of Nature Made vitamins and supplements by leaning into the shifting cultural conversation and consumer expectations around health and wellness.”
Informed by proprietary research and NielsenIQ behavioral science insights, the #1 Pharmacist recommended vitamin and supplement brand is poised to set good days in motion. Nature Made will continue to appeal to consumer’s emotional response and lean into the confidence of being cared for rather than add to growing stress and anxieties.
The campaign includes a commercial that features a woman getting ready for her day. As part of her morning routine, she takes her vitamins and shares warm moments with her family before heading out the door, knowing that with the help of Nature Made vitamins she has a strong foundation for a great day. The commercial closes with a zoomed-in view of the iconic yellow equity branding that has helped make the brand instantly recognizable to consumers.
The integrated campaign creative will run on streaming TV with an additional emphasis on popular social media platforms like TikTok, Instagram Reels, and Pinterest to reach younger consumers. It will also be the first time the brand will be supporting branded content on TikTok and on Facebook’s Reels ad unit.