The simplest propositions can be the most powerful by far in advertising – and here’s a perfect example by Canadian agency, Lifelong Crush, for Nature’s Way. A lot of lifecycle stages go into omega-3 supplements why not use a supplement that comes straight from the source?
Until now, plant-based omega-3 has had difficulty standing out from fish-based formulas as a viable alternative. The campaign, Straight to the Source, Lifelong Crush’s first work for Nature’s Way, increases awareness of the brand’s newly innovated algal formula that delivers 2X more EPA.
Tsege Gebreyohannes, Nature’s Way’s director of brand & digital, stated, “We launched our new innovative formulas this year, closing one of the biggest gaps for plant-based omega-3. So, there couldn’t be a better time to reassure consumers that with NutraVege they can get the same Nature’s Way premium quality and efficacy they know and love, straight from nature’s original source.”
The campaign features ocean-themed digital and social creative, alongside a nighttime activation bringing NutraVege to Torontonians in the wild.
“The recent reformulation of NutraVege allows us to speak to omega-3 believers in a way that hasn’t been done before” stated Geoff Gingerich, SVP strategy at Lifelong Crush. “We saw an opportunity in the consumer misconception around sources of omega-3. And while we don’t want to put down fish as a source, highlighting its origins was a fun creative challenge.”
Lifelong Crush produced the campaign in-house, along with Epitaph planning and buying media. The full campaign covers digital banners, social, and experiential video projection and will run from August 21 until October 31.
Credits:
Agency: Lifelong Crush
Chief Creative Officers: Derek Blais, Christina Yu
SVP Strategy Director: Geoff Gingerich
Art Director: Daniel Ong
Senior Strategist: Holly Westgate
Copywriter: Matthew Custode
SVP Business Leadership: Lindsay Day
Account Executive: Sara Terwindt
Agency Producer: Rae Harder
Client: Nature’s Way
Director of Brand & Digital: Tsege Gebreyohannes
Brand Manager: Chelsea Broderick
Production Company: Lifelong Crush
Head of Production: Terri Vegso
Producer: Rae Harder
Production Designer: Brad Kumar
Editing: Lifelong Crush
Executive Producer: Rae Harder
Editor: Brad Kumar
Colour: Lifelong Crush
VFX Artist: Brad Kumar
Executive Producer: Rae Harder
Audio: Lifelong Crush
Executive Producer: Rae Harder
Mix & Sound Design: Brad Kumar
Media Agency: Epitaph Media
