Holland & Barrett puts body parts centre stage
Holland & Barrett is launching Back Your Body, a new brand platform by Lucky Generals that urges people to pay attention to their health before something goes wrong.
A launch film by Bradley & Pablo gives body parts their own vocal moment through Robin S.’s Show Me Love.
The PR campaign (from The Academy) takes an unexpected route, with celebrity’s body parts becoming the stars of the work.
Team GB athlete Katarina Johnson-Thompson’s right calf and Grime Gran Margie Keefe’s bicep lead the line-up, alongside other body parts from creators and advocates, in a push to make everyday wellbeing feel more immediate and personal.
The idea is rooted in research showing a reactive national mindset around health.
Holland & Barrett found that 45 percent of UK adults only pay attention to their body when something is wrong, while 37 percent say they do not know what their body needs. The issue is especially sharp among younger adults, with 47 percent of 16 to 34 year olds saying they struggle to be proactive.
Back Your Body is Lucky Generals’ first major work for the retailer and stretches across TV, social, OOH, digital and in-store, supported by a refreshed visual identity.
Headed up by Shelley Smoler, CCO and Damien Le Castrac, CSO, the platform is designed to unlock growth among a 25–39 audience.
Mark Singleton the CMO at Holland & Barrett, said: “Our bodies do so much for us, yet too often we only pay attention when something isn’t right. Back Your Body is about shifting that mindset, encouraging people to listen, support and invest in their bodies every day.”
Nathan Crawford, Executive Design Director at Lucky Generals, said: “Back Your Body gave us a platform to build a brand world that feels distinctive, flexible and rooted in something real. The idea of creating type from the body came directly from the strategy; if Holland & Barrett is here to help you understand your body, then the body itself becomes the most powerful visual asset we have.”
Alongside the campaign, Holland & Barrett is offering 300,000 free Wellness Check-Ins each month online and in stores.
