• by Fern Siegel , October 28, 2022

Nestlé’s just launched “What Our Beans Are Full Of” campaign for VitaBeans, a new wellness product. Vegetarian and non-genetically modified, there are five varieties of the item: sleep, energy, immune, multi+ and hair, skin and nails.

Toronto-based Fuse Create is the agency behind the work.

The social and digital campaign hopes to drive brand awareness to younger demos and encourage them to address their daily vitamin needs. An influencer campaign is led by Langton PR. Thrive handles all media buys.

A ResearchAndMarkets.com report forecast the global vitamin and minerals market to hit $21.37 billion this year. 

“This is for young Canadians who are at the busiest times of their lives — balancing career growth, packed social calendars and even starting their own families,” says Abimbola Rafuah, senior marketing manager, Nature’s Bounty. “We all know how important it is to make health a priority, and with our VitaBeans, you don’t have to sacrifice fun or delicious taste to do so.”

VitaBeans arrived on select store shelves on Oct. 24.

“The spots feature the beans’ functional attributes, but also how they can help individuals and their health, plainly and simply. The beans are colorful and fun, so we wanted the campaign to feel, colorful and fun,” says Steve Miller, executive creative director at Fuse Create.

The agency’s work includes Hilton, Ricola, Reel Start and Air Miles.