Holland & Barrett, the health food retailer, is tripling its advertising budget to 2.25m and drawing on the marketing clout of new parent company NBTY.
Holland & Barrett will handle marketing and advertising in-house with back-up from the marketing department of NBTY, the US vitamin manufacturer and retailer which acquired it in August for 100m.
Birmingham agency Reeves Green is likely to be a casualty of the shake-up. It held onto the account when a pitch involving Yellow M and two London agencies was halted by the takeover (MW 26 June).
Future ad campaigns will focus on Holland & Barrett’s own-label products, which are now manufactured by NBTY. The retailer has revamped its entire own-label range since the takeover – 30 new lines have been introduced in the past month with more launches planned.
“We will look to do more branding work in the future, but TV is not on the cards at present,” says a Holland & Barrett spokeswoman.
The retailer has advertised in national consumer press, in magazines and with posters. It has also used radio ads for store openings.
Marketing manager Peter Aldis has been promoted to commercial director to oversee the increased marketing budget. He will also handle buying, PR and store acquisitions.
The marketing department will be expanded in the new year.