‘We’ve Got This’ for Nature’s Bounty - Best Use of Copy Winner - Initials - The Independent Agency Awards 2021

Campaign Summary:

‘We’ve Got This’ campaign was introduced to launch the No.2 US vitamin brand Nature’s Bounty, in the UK. Despite its stateside prominence and 50-year heritage, there was little brand awareness on this side of the pond, and in an overcrowded vitamin market, a standout offering was crucial. Initials developed Nature’s Bounty from the ground up – from full brand positioning and tone of voice, right through to multichannel rollout and engaging messaging. By challenging the unrealistic portrayal of ‘wellness’ in advertising and applying a real-life approach instead, customer engagement grew. The campaign used fun and accessible messaging to build relatable connections while educating around Nature’s Bounty products. In less than two months of being live, the content saw 14.3million+ impressions across Instagram and Facebook. But, all-importantly, Initials helped the brand use language to spearhead a category step-change, transforming a complex, outdated world of vitamin ‘wellness’ into an inclusive, engaging, inviting place consumers can feel a part of.

- Initials​