A major new direct to consumer campaign to educate the nation and drive people to health stores has been launched by the Health Food Manufacturers’ Association (HFMA).
HealthyDoesIt is a new initiative to encourage the public to access the expertise and high-quality natural products available from their local high street health store. It has been developed by the HFMA in collaboration with the National Association of Health Stores (NAHS) and the Health Food Institute (HFI)
Central to the campaign is www.healthydoesit.org, an extensive resource full of information where consumers can learn more about natural health management, including access to experts to help them tap into a more natural approach to their wellbeing.
A key feature of the website includes a local search tool so consumers can easily and quickly locate the advice they need at their nearest local natural food store.
To back up the launch, the HFMA is funding a PR and social media marketing campaign, which will launch in September, while a co-marketing toolkit will also be made available in mid-August. Furthermore, individual member companies of the HFMA and other stakeholders are being encouraged to get involved and help promote HealthyDoesIt via their owned social and digital channels.
Graham Keen, Executive Director at the HFMA, explained: “This is the first time in my recollection that the industry has come together in such a collaborative way with one clear, shared objective. The health food industry has seen a significant rise in sales over the lockdown period. We are determined to ensure this latent demand continues to grow, and the HFMA is doing everything it can to ensure the industry capitalises on its frontline role in helping our nation to be healthier. We hope that as many of our members and stakeholders join us in making this effort a huge success.”
Gary Trickett, Chair at the NAHS, commented: “Our independent stores are run by highly qualified and knowledgeable experts ready to help consumers to optimise their health. I would strongly encourage all retailers and manufacturers to get involved by helping to promote www.HealthyDoesIt.org.”
And John Frisby, Chairman of the HFI, added: “We fully support HealthyDoesIt and are thrilled to be in partnership with them. Our health store heritage is a long one, and our vision and values remain the same today. It’s time to bring this message online in a consistent and celebratory way, making the most of the nation’s renewed interest in health and wellbeing.”