Health store retailers join forces to launch TV advert campaign
1 September 2020
Health Stores Ireland has started running a national sectoral TV, radio media campaign, with the first, with the first advert aired on 29 August. The core message of the campaign is “health food stores are at the heart of your community”, with the ‘call to action’ encouraging shoppers to “look for the Health Stores Ireland badge on the door”.
The advert was filmed over several days in three shops in the west of Ireland. The brief was to capture the essence of independent food stores. The project was completed by Mark McGuire from Sligo, who has previously worked with health food ambassador Oliver McCabe.
Health Stores Ireland chairperson, Martha Brennan thanked all the store owners and suppliers who are supporting the project, noting that “with the current focus on natural health and wellbeing, it is vital that consumers are reminded of the unique offering and value that independent health foods stores bring to their respective communities”.
“It’s probably the first time that a group of truly independent retailers have been able to band together to run a TV advert campaign,” Brennan added, and the group are looking forward to a positive response from consumers and the various stakeholders in the sector.
The adverts will initially appear on TG4 and will be aired over a month of peak viewership, with exclusive Tour de France and Pro14 rugby coverage. It has a guaranteed viewership of 2 million. The advert will be airing on Health Stores Ireland social media channels from mid-September with links posted on www.irishhealthstores.com.
While the finance for the campaign was largely crowd funded via independent retailers, the project was seed funded at the concept stage by Evergreen Healthfoods, Wholefoods Wholesale Ltd, Independent Irish Health Foods, The Natural Medicine Company, Viridian Nutrition, Sonnentor, Nuzest, Clearspring, Synerchi Kombucha and Wiley’s Finest.