London, England—Nature’s Bounty has launched a new marketing campaign for the U.K. and Ireland, developed by creative agency Initials,according to a press release.

Initials was asked to redefine Nature’s Bounty’s positioning to align with the company’s founding purpose of accessible nutrition from nature.

The new campaign, “We’ve got this,” consists of a 30 second brand film and three individual 15 second spots, along with a 360-comms campaign including video, social, and ecommerce channels to help increase brand awareness and generate positive brand value perception. The video below is one of those 15 second spots, courtesy of Initials:

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The press release states that the rebrand “challenges the status quo of many health brands that can often deliver an out-of-touch representation.” Initials worked to develop a message conveyed how Nature’s Bounty understands the “daily trials and tribulations of real life,” giving the brand a role in helping people to do more of what they enjoy.

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Antonia Jinks, Marketing Director UK&I, Nature’s Bounty, said in the press release: “Right from the start, Initials’ understanding of our ambition, the market, and the target audience was spot on. Their strategic approach has delivered a creative platform with the perfect balance of humor and humanity required for this campaign.”

Jamie Matthews, CEO at Initials, added: “The relaunch was a big step for Nature’s Bounty, and we’ve loved working with the team to help develop their leading position in the global health and wellness category. We’re looking forward to our continued relationship.”