Natural Calm, one of the leading nutritional supplement brands in Canada, launches a new television advertising campaign. TOP Nutritionals, Natural Calm’s parent company, seeks to leverage television advertising, celebrity endorsement and visual storytelling to break through the clutter, and educate Canadian consumers about the benefits of magnesium, especially Natural Calm.
The company partnered with Fifth Story, a Toronto-based content marketing firm, to create a 30-second television spot. “In Fifth Story, we found the perfect blend of creativity, production excellence and cost-effectiveness,” says John Halbert, Vice-President of Operations at TOP Nutritionals.
The television spot was shot in cinéma vérité, a style of documentary filmmaking. Sitara Hewitt, Natural Calm’s brand ambassador, best know for her role in CBC’s award-winning Little Mosque On The Prairie, was filmed enjoying her life in a natural environment, and sharing her personal experience with Natural Calm. “Hewitt is a long-time user and fan of Natural Calm. Her testimony of moving from magnesium deficiency to balanced living is a story Canadians need to hear,” says Linda Bolton, co-owner of TOP Nutritionals.
Airing in Fall/Winter 2014, Natural Calm’s television spot will generate mass exposure for the brand, engaging Canadian consumers by fostering a sense of health and wellness, and driving brand preference by emphasizing on the company’s corporate social responsibility (CSR) policy – TOP Nutritionals donates all profits after business expenses to Organics 4 Orphans, the company’s charity, which focuses on helping orphans in Africa. The television spot will also be edited to create an online video to be launched by the end of the year.
“We wanted to revamp the Natural Calm brand image. With this new television spot, we are starting to build connections, familiarity and impact in many people’s minds,” says Halbert.
Further to this project, Fifth Story produced a 30-second public service announcement (PSA) television spot for Organics 4 Orphans, also featuring Sitara Hewitt.
