Rockpile Interactive Lands Mother Nature’s Account

Rockpile Interactive has landed its second new account in less than two months, winning the estimated $5-10 million business of vitamin and health supplement retailer Mother Nature. The company, which is planning to relocate its headquarters from Tampa, Fla., to Boston, sells its products via the Internet.
Rockpile, an interactive and full-service shop founded last year by former LVL Communications executive Ed Dilworth, won the account after a review that included several undisclosed shops nationwide. The San Francisco agency was the only West Coast shop invited to the pitch, said sources.
Mother Nature founder Ross Love wants Rockpile to create a “very substantial” interactive campaign by midsummer to promote the company’s www.mothernature.com Web site, said Dilworth. The ads will appear on Web sites and search engines such as Yahoo.
A national print campaign in major women’s magazines and other publications will support the online effort, Dilworth said.
“We want to reach anyone interested in buying vitamins and health supplements,” he said. “This is a broad spectrum of people, which includes a high number of women. Many men take vitamins, but it tends to be women consumers who bring these items into the household first.”
Sources familiar with Mother Nature’s strategy said the company is working to arrange long-term contracts with various Web sites to become the dominant interactive advertiser in its retail category.
Mother Nature is the largest service of its kind on the Internet, according to Dilworth. The site features a retail section, offers information on such New Age topics as Feng Shui and operates chat rooms where visitors can discuss current health issues.
“This is a commerce category that requires the distribution of a lot of information,” said Dilworth, adding that Mother Nature wants to “educate” consumers about its products. “The first task is to inform. The second part is the sale.”
Mother Nature competes with retailers such as GNC and Whole Foods, as well as smaller online retailers.
Rockpile last month won the $10 million account of Office Depot’s San Francisco-based online division. The shop is currently creating an interactive and national print campaign for the client.