• by Les Luchter , March 4, 2025

Reproductive health doesn’t just involve prenatal, pregnancy and postnatal activities, but is a lifelong journey, according to the first major ad campaign from six-year-old supplement marketer FullWell.

“A healthy pregnancy starts before you’re born,” begins a :30 spot from the Herman Scheer agency. “Every baby girl is born with her lifetime supply of eggs, so what you do  today to support your reproductive health affects future generations,” the ad continues as various generations of a family are shown. “It’s like a genetic baton being passed down with you at the center.”

The campaign, titled “Go Beyond Prenatal,” began March 3 and will run through at least April, FullWell Founder Ayla Barmmer tells Marketing Daily.

The commercial, also cut in a :15 version, is running on premium streamers like Hulu, Peacock and Paranount+, free streamers like Samsung TV+ and Pluto TV, and multichannel distributors like Sling TV and Hulu+ Live.

The campaign, Barmmer reveals, is also “being translated across our brand channels and platforms, social and display advertising, direct mail, marketing for our professional community, and brand event moments.”

The aim, she says, is “to inspire that lightbulb moment for women to understand that nutrition is key to supporting their bodies at every stage, and what they do today to nourish their overall and reproductive health not only impacts the choices they have about their fertility but also the health of future generations.”

The campaign’s primary target audience is 25- to 45-year-old women, per Barmmer, regardless of what stage of life they’re in in -- whether they simply want to take care of their health proactively, are considering having a baby at some point, are actively trying to get pregnant, are in postpartum, or are starting to navigate perimenopause.

Barmmer says FullWell will measure the campaign’s success at the top of the funnel, through such metrics as search volume increases, site visits, brand interactions on social, and consumer sentiment – and at lower-funnel metrics like ad performance across platforms, cross-channel attribution, and feedback from customers and healthcare practitioners.

FullWell’s products are sold online only, at FullWellFertility.com and Amazon, which Barmmer says is a “purposeful decision that allows us as a brand to prioritize quality, efficacy, and safety over margins.”

The product line includes men’s vitamins and supplements, but the focus is clearly on the women’s side, with the website highlighting Prenatal Essentials, Iron Bump and Fertility Booster among its best-sellers.

“We hope this campaign drives more women to seek out the knowledge and evidence-based nutrients they need to support them in making the best decisions for the futures they want,” says Barmmer.