GO Healthy says ‘Go Be You’ in newly launched integrated campaign via Y&R New Zealand
Y&R has given New Zealand-born natural health supplements brand, GO Healthy a whole new look and go-to-market strategy, launching this week with a new integrated campaign that calls for every man, woman and child, to ‘Go Be You’.
‘Go Be You’ is a celebration of individuality, inviting New Zealanders to be true to themselves rather than strive for unattainable societal pressures. Regardless of age, gender, ethnicity, tax bracket, or body type, we all have our own 100%. And most importantly, we all aspire to do our thing – whatever that may be.
Says Tom Paine, ECD, Y&R NZ: “GO Healthy brings a much-needed dose of reality to the category. Their ambition is much more authentic and grounded – to help everyday kiwis and Aussies do their thing, whatever that may be, to the best of their ability.
“They help regular people lead healthy, regular lives – a refreshing change in a category where brands frequently swap out one implausible celebrity for another.”
The integrated campaign launches this week with TVC’s, OOH, social, PR, website, digital and press, and encourages real people to value everyday accomplishments, big or small, without taking themselves too seriously. All they need to do is push GO. Available exclusively at pharmacies and health stores, the GO Healthy range of natural health supplements is specially formulated to provide Kiwis with everything they need to be the glorious, one-in-a-billion individual they were born to be.
Says Kevin Anstiss, commercial marketing and insights manager, GO Healthy: “GO Healthy is such a well-loved Kiwi brand, and it’s been really exciting working with Y&R to give our approach a 360 overhaul.
“In just six short months since appointment, Y&R has grown to understand our brand, our context and our ambitions, and we’re really looking forward to seeing all this hard work come to fruition as the Go Be You campaign rolls out.”
The New Zealand campaign will also be used to launch GO Healthy in Australia.
Client – GO Healthy
Agency – Y&R
Production Company – Scoundrel
Music and Sound Design – Liquid
Photography – Loupe
7 Comments
Always a hit with clients when you get the brand/product name into almost every line of their launch commercial. I too use that trick when I’m up against a tough client and I’m onto presentation four or five.
Nicely shot though, and I’m glad to be seeing the health supp market spending their money on TVC’s and Adshels.
Same (lame) idea as AT Metro is running with through .99
Not up to Y&Rs recent form of pushing the creative boat out.
I’ve worked on this category many times and the struggle is real. In spite of the repetitive product name dropping, this will have cut through for sure.
Thanks Wake me up before you Go Go, you’ve just reminded me of that time Y&R fatuously claimed 99 had stolen their pitch strategy to win Genesis Energy.
Good times, good times.
If only you had stolen Y&Rs strategy for Genesis, then maybe you wouldn’t have lost the account to Shine. Hahaaaahaaa.
I think you’re mistaking me for someone with a dog in the fight, rather than someone who read about their petulant, unprofessional whinging in the press.
For someone without a dog in the fight, you sure are bitter about something from a pitch 6 years ago, that never happened. This whole thread is nothing short of odd.