• by Les Luchter , Yesterday

In what it’s calling a brand relaunch, supplement brand MegaFood has debuted a year-long campaign “celebrating the joy found in small moments that enhance health.”

One :30 spot, for instance, throws the spotlight on “Erin” as she starts her day by making coffee and taking her MegaFood Women’s One Daily multivitamin.

Four other :30s focus in a like manner on the 53-year-old brand’s Men’s One Daily, Blood Builder, Baby & Me 2 Prenatal, and Magnesium 300mg Complex products.

The lifestyle-focused campaign, with  Demonstrate x DDW on board for creative and media, is tagged “Real Foods, Premium Nutrients,” taking MegaFood in a different direction than its 2023 advocacy-like campaign from the High, Wide and Handsome agency, which used a literal megaphone to tout the brand as “Plant-Powered for the People.”

“MegaFood continues to draw from the power of plants,” CMO Sarah Lombard explains to Marketing Daily, “but now we’ve expanded... This new campaign really leans into the idea that food is powerful, even beyond plants alone.”

“We understand that it can sometimes be difficult to get all of your nutrients from the food you eat,” she elaborates.  “That’s why we craft our supplements with real food and added nutrients that your body knows how to recognize to support you on your wellness journey.”

At one point in the Erin commercial, a new “M” monogram wraps around her as the voiceover says that “her body knows how to absorb” those nutrients, “so Erin can feel her best inside and out.”

The monogram, Lombard says, “is expressive, dimensional, and artistic,” showing up on its own in marketing materials as well as paired with an updated logo.

Calling the new campaign ”one of our larger resource investments to date” and “a significant step forward,” Lombard notes the use of streaming TV and connected TV, “allowing us to expand our reach.” Specific outlets include the Amazon streaming ecosystem, Hulu, HBO Max, Food Network, MS Now and Bravo.

Other media being used includes paid social, programmatic display, email, and influencer marketing.

The target audience, Lombard says, is both men and women 18-54 “who are seeking science-backed solutions with high-quality ingredients to support their health.”

In addition to “an updated brand voice that is passionate, powerful, and driven by real insights,” she also points to “revamped lifestyle photography that draws inspiration from real-life moments” and “product imagery that highlights our premium amber glass bottles.”  

Campaign success will be tracked by such measures as engagement and reach, "while also focusing on consumer feedback and sentiment,” she says.