Jamieson Vitamins Launches Global Campaign: A New Standard in Transparency and Trust
The new “Quality” brand campaign is focused on authenticity, building on Jamieson’s 100-year legacy of purity, potency, and uncompromising quality in their vitamins, minerals, and supplements.
Toronto, ON – September 17, 2024 – Hot on the heels of a refreshed brand strategy, BaD Mktg, the creative agency of record for Jamieson Vitamins, is proud to announce the launch of the new global “Quality” brand campaign.
While celebrating Jamieson’s 100-year legacy, the new integrated brand campaign is rooted in real stories that show how Jamieson goes above and beyond when it comes to quality. These real stories are told by real Jamieson employees on the real floor of the Canadian manufacturing facilities where products are made. In a world of shortcuts, Jamieson stands out by taking the long road—building trust with discerning consumers who demand the best for themselves and their loved ones.
“We chose to feature our employees and quality standards in action to allow consumers to see “behind the curtain” and witness the incredible passion our people have for being the best. We believe this level of transparency will deepen consumer trust and reinforce our brand's integrity,” said Eric Bentz, EVP Global Marketing, Jamieson Wellness. “Our “Quality” campaign truly is the embodiment of our relentless pursuit of perfection and our commitment to delivering products that live up to their promise.”
Authenticity at the Core
In today’s marketing landscape, authenticity is no longer optional—it's a driving force in building trust and connection with consumers. The “Quality” campaign underscores this by featuring real Jamieson employees in their actual production facilities. This behind-the-scenes approach resonates with consumers who value transparency and want to know the people and processes behind the brands they trust.
“We’re diving deeper into the people and processes that make Jamieson unique. Our TV commercials (TVCs) introduce Jamieson employees to the world, while our social content takes consumers behind the scenes, providing a backstage pass to the dedication and craftsmanship involved in every product," explained Bad Mktg Co-Founder Yotam Dor.
A Multi-Platform Experience
The “Quality” campaign comes to life with a captivating 30-second TV commercial that takes viewers through Jamieson’s unique manufacturing process. Adaptable to any language, the TV spot reflects Jamieson’s global reach and commitment to quality.
The campaign extends beyond TV with an immersive social media experience. Bespoke content offers a deeper dive into Jamieson’s rigorous approach to quality, featuring behind-the-scenes footage and spotlighting the expertise and dedication that make Jamieson products exceptional.
Delivering on Consumer Trust
The “Quality” campaign is grounded in Jamieson’s dedication to building consumer relevant, quality-first natural health solutions from evidence-based research. Jamieson provides the certainty that every product they produce is pure, potent, and meticulously crafted—ensuring consumers can trust in every bottle.
Campaign Highlights
Hero TVC: Available in 30-second and 15-second versions
o English 30: https://f.io/H3mgyH4h
o English 15: https://f.io/0ng9i6yO
o French 30: https://f.io/lcxDjeXY
o French 15: https://f.io/t8V2JTL8
o Still Frames: https://f.io/OwR1s8b1
Social Media Content: 20 unique social-first videos, developed for vertical and square formats, bringing the campaign to life across platforms.
B-Roll Package and Photo Bank: Evergreen assets designed to extend the campaign's reach on social channels
Additional Formats: Developed in-house, these include billboards, posters, magazine ads, in-store counter units, in-store shelf talkers and wobblers, and website assets
Credit List:
Client – Jamieson Vitamins
EVP, Global Marketing – Eric Bentz
Creative Director – Jackie Shimoji
Creative Agency of Record – BaD Mktg
Co-founder – Ian Buck
Co-founder – Yotam Dor
Production – Campsite
Director – Jesse Hunt
Director – Ian Robertson
EP – Katie Christensen
Line Producer – Mafalda Gugliuzzi
Coordinator – Chris Davey
DOP – Nik Pileki (Mantl)
1st AC – Alice Do
Gaffer – Danny Lau
Key Grip – Dave Barrnet
Sound – Jordan Cutler
PA’s – Banner Isaac, Idriss Askour
Art PA – Makenzie Sheriff
Post – Rooster & Fort York
Editorial – Colin Murdock (Rooster Post)
EP – Nicole Stamford
Colourist – Jason Zukowski (Fort York VFX)
Audio – Lovecraft Sound
Sound Designer – Justin Cembal
Social Creator – Alex Te, RAD RES
Photographer – Eryn Shea, Eryn Shea Photography
About Jamieson (https://www.jamiesonvitamins.com/)
Jamieson is Canada’s #1 brand of vitamins, manufactured by Jamieson Laboratories. Established in 1922, Jamieson Laboratories is Canada’s largest manufacturer, marketer, and distributor of advanced natural-health products and a world-leading innovator of proprietary formulas. With corporate offices in Toronto, Jamieson exports products to more than 45 countries worldwide. Jamieson Laboratories is a division of Jamieson Wellness Inc.
About BaD Mktg (https://www.badmktg.co/)
BaD Mktg is a creative agency dedicated to innovative, brand-building strategies that engage consumers, elevate brands, and drive business results. Our approach delivers immersive, memorable campaigns tailored to meet the unique needs of each client.
-- 30 --
For more information, please contact:
Ruth Winker
Senior Director, Communications & Corporate Affairs, Jamieson Wellness Inc.
rwinker@jamiesonlabs.com / 416-705-5437
Ian Buck
Co-Founder, BaD Mktg
ian.buck@badmktg.co / 416-919-5154