Food That Loves You Back

Holland & Barrett launched its “Food That Loves You Back” range to highlight the power of functional food, rooted in gut health, women’s wellness, and plant-based living. The campaign aimed to educate consumers, generate buzz around the new range, and create engaging, credible content that would resonate across social channels.

Despite its legacy in wellness, Holland & Barrett needed to reposition itself in the functional food space with modern, credible content that would cut through to younger and diverse audiences. The challenge was to translate a scientific, health-first food message into something accessible, exciting, and shareable, and to do so at scale. 

To bring the new range to life, we orchestrated a dynamic, content-led campaign that seamlessly blended engagement, education, and excitement. We tapped into the power of over 20 influencers from wellness, fitness, lifestyle, and food, delivering authentic Day in the Life and Taste Test content that resonated across multiple platforms. Our strategy was crafted to capture attention, from short-form videos showcasing taste, function, and lifestyle integration, to a high-energy launch event at Mission Kitchen, complete with expert-led panel talks. We also breathed new life into The Wellness Edit podcast with themed episodes and influencer collaborations, while amplifying product discovery through influencer visits to stores and home recipes.