In a cost of living crisis where retailers are competing for the best value on the high street, they are instead asserting themselves as leaders in the health and wellness sector.
The last time Holland & Barratt advertised on television was for a successful penny sale, and as Sarah Moore, head of marketing and communications at Holland & Barratt, acknowledges, the promotion has become synonymous with the company. There is.
But now, with £350m of transformational investment and tapping into the growing health and wellness market, Holland & Barrett has new confidence to market itself beyond price.
“It's fair to say that Holland & Barrett has been very active in promotions and deals over the years prior to this,” Moores said. “People knew us and still know us because of the penny sale, but that's not necessarily how we position ourselves now.”
Holland & Barrett wants to position itself as a brand that makes health and wellness a way of life for everyone and helps them add quality to their lives for years to come, Moores says.
This business proposition is articulated through a “mission-focused” marketing strategy. This means breaking down the 'unmet' health needs of the UK population and showing that Holland & Barrett has the solutions to them.
Guts, immunity, sleep, women's health, and exercise are now key “missions” the company touts in its shift away from value-driven communications. For example, in July, Holland & Barrett invested his £2 million into the 'Every Menopause Matters' campaign.
The company's shift in strategy is in contrast to many retailers who have kicked off the new year with price-led campaigns, particularly in the grocery sector, where Asda, Morrisons and Sainsbury's are promoting their value proposition. be. A recent IPA Bellweather report also warned of retailers' over-reliance on sales and promotions during economic downturns and the potential long-term risks to this type of messaging.
While Moores is adamant that value remains the key message for land, he wants consumers to know what Holland & Barrett stands for and what its core services are. I am. We can contact you about the price later. “We want to be the first brand that comes to mind when health is a top priority for individuals,” she added.
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The brand repositioning is part of a wider £350m transformation plan for the health and wellness retailer. This investment includes the refurbishment of our high street stores, improvements to our e-commerce services and our recently launched fresh food range.
Regarding the move into food, Moores said the move is helping the company “recapture lost customers.” Holland & Barrett's main products are vitamins and supplements, and customers are often covered for several months, resulting in infrequent store visits. But now, she says, “we've seen a huge increase in people shopping for groceries more often and coming back to our stores.” Although she didn't reveal numbers, she teased that sales have been strong since its launch in September.
New year, new guts
Gut health is the focus of Holland & Barrett's January campaign, with the retailer investing £4 million in boundary-pushing activity centered around a 60-second ad.
This TV spot weaves together moments from a woman's day as she cleans her bowels with a variety of Holland & Barrett products. The ad is supported by her 30-second cutdown, which runs on VOD, as well as radio, social and online ads.
The campaign was inspired by growing Google and social media search data about gut health, as well as research from Holland & Barrett that found 55% of people are more conscious about their gut health than they were in the last year. I did. “Gut health is this shiny thing that people are talking about right now,” Moores says.
Holland & Barrett has also signed a content deal with the Guardian for an educational series on gut health. “There is a huge educational gap when it comes to gut health. Working with Guardian will help us build that credibility and educate people about how to get gut health and how Holland & Barrett can help support that.” We can educate our viewers about what's going on.”
Following this gut-focused campaign, Moore's permanent marketing plan will shift to spotlighting other important wellness areas, including immunity, sleep, and women's health.
“COVID-19 has democratized wellness on a scale that businesses could not. Now, people are increasingly focused on their own self-care and health, and brands like ours are helping consumers This is a critical time to support the
