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Nature Made’s recent marketing initiative with HelloFresh aims to place product samples of its probiotic directly in the hands of interested consumers.
The vitamin and supplements brand, known for its yellow labels and brown capsules, is promoting its growing portfolio of gut health vitamins by including a sample of its core product with HelloFresh’s meal kits. For a 12-week period, one million HelloFresh customers who chose a meal kit labeled as “gut friendly” will receive a serving of Nature Made’s eight billion CFU probiotic gummy with their order. The kits will also include a Nature Made postcard with gut health education, a discount code and a link to exclusive gut-friendly recipes.
In conjunction with the campaign, Nature Made hired cookbook author and social media personality Justine Doiron to curate the gut-friendly recipe choices on HelloFresh and also create additional recipes for Nature Made’s website.
“What we liked about the partnership is that it allows us to pair our science-backed supplements with gut-friendly recipes that inspire real behavioral change,” said Kathi Christensen, Director of Brand Activation at Nature Made. And working with HelloFresh was a good way to get its product in front of those consumers already interested in gut-friendly foods. Here’s a deep dive into the campaign, including its marketing goals, ROI, media mix and more.
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