Bauer Media has created a new campaign for Aussie Bodies after winning native content work for the nutrition brand.
Vitaco, the parent company of Aussie Bodies, awarded Bauer the launch campaign for its new Lo-Carb Whip’d bar which is supported by video, native content, social media and magazine creative.
The campaign is based on an insight that one in four women feel guilty after eating chocolate. It is targeted at active women aged 25 to 45 and designed to raise awareness of the product.
It pokes fun at the activewear-donning, exercise-loving image of women portrayed in the media, introducing the tagline: ‘Aussie women, it’s time to let go of some of the guilt’.
Bauer’s Brand Xperience team led the process.
“Bauer has influential relationships with high-value audiences and we are delighted to be able to create customers for Aussie Bodies by connecting their products with our audience,” Jane Waterhouse, general manager commercial and innovation at Bauer Xcel Media says.
Aussie Bodies marketing manager Amy Huntley says the campaign is a departure from what the brand has done in the past and Bauer's insights into women is a central part of the campaign.
The win for Bauer proves channelling their focus towards the female demographic could be a winning formula for the magazine brand, allowing the publisher to encroach on ad agency territory.
Earlier this year, Bauer launched its dedicated women’s network Now To Love to target females 45 and over.
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