Toronto agency Quizative has launched a new multi-channel campaign promoting Jamieson Laboratories’ anti-flu products.
The new campaign follows the same strategic lines as previous efforts, emphasizing Jamieson’s high-quality, natural ingredients.
“The story [in] the TV spot is being rolled out consistently over a lot of media, similar to what we did last year with the “Purity is Priceless” platform,” said Adrian Capobianco, president of Quizative, which is Jamieson’s agency of record.
Quizative toured Jamieson’s manufacturing plants in Windsor, Ont., and met with company scientists to gain an on-the-ground understanding of their commitment to what they call “360-degree purity.”
“This year we’re focusing on Flu Shield,” said Capobianco, with a campaign built on what the agency calls “a marathon of information.” The media mix includes TV, pre-roll video ads, SEO, banner ads, Facebook, point-of-sale, direct marketing to existing customers and PR.
Quizative has been working on the account for almost three years, focusing on the natural source and scientific angles of Jamieson’s flu-fighting line.
Quizative previously worked on Jamieson’s consumer website and e-commerce components, and last year launched a major brand campaign establishing the tag line “Purity is Priceless,” with a heavy TV presence, PR, and online and social media elements. Last year’s campaign resulted in excellent sales.
The new campaign will continue into 2013.