Naturelo is a challenger brand in the vitamin category. It’s the only all-natural vitamin made from whole-foods. In development with our client, the strategy was triggered by asking the question “what’s in your vitamin?”. What we found was most people didn’t realize many expensive vitamin supplements have the vitamin E and C extracted from a lab – not necessarily the best for you. Naturelo products extract from natural sources, like vitamin E from sunflowers and vitamin C from acerola cherries. Our campaign leveraged this insight with messaging around reading the Naturelo label and the not so easy task of reading the competitors. It’s a campaign living on social and TV.