Vitamin brand Nature's Own will launch a major campaign featuring British reality star Bear Grylls this Sunday, which will see him tasked with sourcing the ingredients of its supplements in the wild.
The partnership will see the Man vs Wild star appear in a range of television, print, out-of-home and in-store advertising. It was created by Arnold Furnace. In the ads, Grylls will be challenged with finding (and catching) all the ingredients in a Nature's Own vitamin via the wilderness alone. Products will include its Fish and Krill Oils, Men's Multivitamins and Sleep aids.
The campaign, which will launch this Sunday 30 June, will coincide with the Sanofi-owned brand's current packaging refresh, which has seen it ditch its former yellow packaging in favour of a sleeker red, blue and green outfit.
This is the third major brand Grylls has partnered with in Australasia in recent years. Most noted was his in-flight safety ad for Air New Zealand in February this year. He also featured in a campaign for car brand Nissan in April 2011.
Sanofi Consumer Healthcare director
Luke Fitzgerald said: “We are extremely happy that Bear Grylls has
chosen to come on board.
"He’s an expert in his field and recognises
the importance of vitamins, minerals and supplements to support his
and his families’ lifestyle. He chose to partner with us knowing
he would be representing a brand that’s underpinned by knowledge
and science.”
Of the new packaging, he said: “We know that shoppers see the category as complex and confusing. At Nature’s Own we are cutting through that confusion with quality products that are easy to identify and choose."
Grylls added: “I am super excited to be part of the Nature’s Own and Sanofi team, as I’m a big believer in great attitude and great health.”
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