The health and wellness market has seen steady growth in the UK over the past decade and competition for customers has increased, particularly from internet-only retailers, who are able to compete strongly on price.

Holland & Barrett briefed us to develop content that would build upon their reputation for expertise in the health and wellness sector and support sales targets.This involved:• Increasing exposure to the Holland & Barrett brand outside of the store.• Growing consumer engagement with their brand.• Having a positive impact upon footfall and sales.

Our strategy manifested itself through a number of different approaches. We developed content for both female and male customers to suit their specific health concerns and interests under the titles of Healthy and Healthy For Men. These were delivered via a multi-channel content strategy including direct mail, social media, print magazines and web.