The Good Sort

Breaking through a busy marketplace with the launch of a natural, female-centric health brand.

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  • Campaign
  • Digital
  • Social
  • Strategy

The Good Sort is a new range of wellness shakes made with 100% natural ingredients immediately giving them an edge in a crowded marketplace packed with synthetic, low-quality protein powders. We were engaged to officially launch this exciting brand with a bang and create product awareness amongst health-conscious working women and mothers who are always on the go.

With a strong focus on The Good Sort’s ease of use and convenience, our integrated, female-first launch campaign included a product photoshoot that demonstrated the products’ unique points of difference. We wanted to highlight The Good Sort’s function of providing much-needed sustenance between meals for superwomen of all walks of life: from mothers to appointment jugglers. PR activity was key for this campaign; we widely distributed press releases and media kits to key health and beauty editors.

Understanding our female audience, we strategically targeted their favourite magazines and social media profiles through a blend of organic and paid online advertising. This approach ensured our message fed into the media channels used by women who seek health and beauty advice.

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Results

  • 331,000 readers of Women’s Health featuring our print ads
  • 600 attendees at a Dendy Cinemas sampling event
  • 180000 readers of Wellbeing featuring our print ads
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As a nutrition author and health coach, Lee Holmes was the natural choice as The Good Sort’s brand ambassador, inspiring similar women who aspire for healthy lifestyles. Our partnership with Lee further drove online activation for the 35-40 year old female target audience.

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The Good Sort
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The Good Sort
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The Good Sort
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The Good Sort
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The Good Sort
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The Good Sort

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