Boots Takes a Light-Hearted Approach to Storytelling with Its Biggest Healthcare Campaign

Boots has launched a new healthcare advertising campaign to encourage people to think of Boots first when it comes to their health. 

The campaign is centred around two episodic adverts that each tell a story of someone experiencing a healthcare challenge and finding the help they need at Boots. 

Each episode takes a light-hearted approach to storytelling. The first film, ‘Sweet & Sore’, presents an unfortunate partygoer who is unknowingly subject to a germy snack. The second film, ‘Pipe Down’, shows a wife who becomes the casualty of her husband’s new passion – learning to play an heirloom trumpet. Both characters’ stories end with finding support at Boots with the help of a pharmacist.

The 30-second adverts have been developed by Boots in partnership with VLR and The Pharm – the WPP partnership team dedicated to Boots and No7 Beauty Company. The adverts will run for six weeks, supported by TV, VOD and social. This campaign will also launch in cinemas – a first for a dedicated healthcare campaign at Boots.

The advert will first air on TV from today, 9 February 2024. The first playout will be in the ad break of Chateau DIY on Channel 4 at 5pm. It will later appear in ad breaks of Coronation Street at 8pm on ITV and Love Island on ITV2 at 9pm and in Google Box on E4 at 9pm. 

Pete Markey, chief marketing officer at Boots, commented, “This campaign is all about showing people that for so many of their healthcare needs, they can turn to Boots first for support. Our pharmacists and their expertise are central to how we provide care at the heart of communities, so it was important to us that they are front and centre of this campaign.”

“Boots was founded in 1849 to provide affordable and accessible healthcare in the community and I’m so proud to reaffirm this commitment 175 years later through this campaign. Our brand purpose of ‘With You. For Life’ feels especially resonant in this context.”

The release of this new healthcare campaign from Boots comes at a time when community pharmacies are expanding their role. Last week, Boots launched the NHS Pharmacy First Service in England, allowing its pharmacists to offer access to advice and treatment, including some prescription-only medicines, for seven common conditions. Boots has also brought back its popular Free Health MOT for people over 40 at over 1,000 stores in England until the end of June.