WPP’s VMLY&R, formed through last year’s merger of VML and Y&R, announced on Thursday its appointment as agency of record for Nature’s Bounty Co.’s household Nature’s Bounty and Sundown Naturals brands. The agency said it will partner with the health and wellness company to produce “comprehensive communications strategies” across the U.S. for the two brands.
The appointment comes as Nature’s Bounty tries to capitalize on the growing U.S. consumer interest in health and wellness. “A healthy lifestyle continues to be a key priority for consumers, and our trusted brands, like Nature’s Bounty and Sundown Naturals, are supporting them on their paths to wellness,” Don Kerrigan, president of North America for the Nature’s Bounty Co., said in a statement. “VMLY&R demonstrated a deep understanding of this evolving industry and an expertise in building world class brands. We are look forward to working together as we continue in our next stage of growth.”
In 2015, Nature’s Bounty Co. (formerly NBTY) selected Droga5 as its agency of record across brands Nature’s Bounty, Sundown Naturals, Pure Protein, Osteo Bi-Flex and Met-Rx.
A Droga5 spokeswoman said the agency ended its relationship with the company sometime last year and signed on as the first agency of record for competitor Thorne, a maker of dietary supplements, in August.
At the time, Droga5 was tapped for Nature’s Bounty Co.; the company was looking to raise the profile of its brands with consumers. The company is a manufacturer, marketer, distributor and retailer of vitamins, nutritional supplements and beauty products.
“We are honored to be the agency of record for two industry leading and widely loved brands,” VMLY&R Health chief business officer Howard Courtemanche said in a statement. “We look forward to leveraging our expertise across the health and wellness sector and helping The Nature’s Bounty Co. connect with people in meaningful ways.”
Nature’s Bounty Co. spends about $13.7 million on measured media annually in the U.S., according to Kantar Media.