A staple in Kiwi homes for over 100 years, Healtheries has been a big part of family life for generation after generation of Kiwis. As a result, it truly is New Zealand’s original wellness company.
To reaffirm this, the brand is now aiming to start a conversation about the overall health of New Zealanders, plus shine a light on ways to improve wellness, and even measure these improvements over time. And the first step on that journey is the creation of a new brand campaign via Rainger and Rolfe.
The campaign follows the Bradleys, a typical New Zealand family making it through the trials and tribulations of modern life, which is described as a ‘pretty major minor achievement’. The family also reflect that, when it comes to tackling everyday challenges, it’s nice to know we can all rely on a little help from Healtheries.
Says John Stanton, general manager sales and marketing, Healtheries: “Health isn’t just about nutrition or exercise, it’s also about emotional, mental and social wellbeing. Life’s moving at a hectic pace, and we’re putting ourselves under more pressure than ever before. So we need all the support we can get to survive and thrive, and that’s where Healtheries comes in. We were looking for a creative platform to deliver this message, and reinforce our role to New Zealanders, in a relatable, down-to-earth way.”
Says Chris Long, creative director, Rainger and Rolfe: “We felt a contemporary family was a great way to reflect not just Healtheries values, but also all the ways they can help everybody every day – after all, the Healtheries range is one big family too.”
The campaign launches with 30” spots that introduce us to the Bradleys throughout the course of a typically hectic ‘day in the life’. From there, product spots use the different family members to point out all the ways Healtheries’ huge range can help Kiwis at every age and stage.
Says Julia van de Coolwijk, head of New Zealand marketing, Healtheries: “Ultimately this is a campaign that creates a more holistic view about what health means to Kiwis. We needed to show our products, but more importantly, we wanted to acknowledge the struggles we all face, and how important your friends and family can be in terms of getting the most out of life. When it comes to wellness, those familial bonds, that team that’s got your back, are just so important. And we’d like to think that Healtheries are a part of every Kiwis support network too.”
The campaign has launched with brand executions across TV, digital and social channels, with a product layer to follow shortly after.
General Manager Sales and Marketing NZ: John Stanton
Head of NZ Marketing: Julia van de Coolwijk
Senior Brand Manager: Stacey Mearns
Marketing Manager: Rachel McKendry
Contracting Brand Manager: Rachael Wee
Marketing Executive: Gemma Fitzpatrick
Agency: Rainger & Rolfe
Creative Director: Chris Long
Planner: Teresa Harris
Account Director: Simon McKechnie
Agency Producer: Peter Mayo
Production Company: Film Construction
Director: Perry Bradley
Producer: Jozsef Fityus
Executive Producer: Belinda Bradley
DOP: Renaud Maire
Music, Sound Design & Mix: Peter Hobbs at Harmonic & David Liversidge at Radiate