Quizative launches anti-flu campaign for Jamieson

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 […]

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.

Advertising Articles

Jani Yates named president of Advertising Standards Canada

Two senior positions vacant as president and CEO move on to new challenges

ACA to honour ASC CEO Linda Nagel with gold medal

Advertising Standards Canada exec reflects on the move towards self-regulation

NY senator: ‘Spying billboards’ may violate privacy rights

Clear Channel Outdoor Americas' Radar program called into question

Of course Russell Simmons is opening his own ad agency

The in-house content route is best taken by media who aren't brand-friendly otherwise

C2 Montréal turns five: The CEO’s perspective

Richard St.-Pierre on why this year's conference is focused on 'The Many'

Ads You Must See: Visions of the future

Two very different ideas of a future shaped by today's youth

Canada Beef brand refresh links farmers to good ethics

Refreshed logo, a new tagline and a video aim to connect with consumers

On The Move: Changes at Loopmedia, 6S, Climax Media

A weekly update of who's headed where in Canadian marketing and communications

It’s hard to say ‘Goodbye’ in new Fallsview campaign

First of four commercials planned for 2016 features a humorous twist on a familiar trope