A Superior Start

A Superior Start

SNAPSHOT

Forty-year-old supplement brand Jarrow Formulas tapped health and fitness powerhouse Robin Arzón as its first-ever brand ambassador, appointing her as the brand’s "Chief of Superior Starts” to elevate its new campaign. To launch the initiative, H5 announced this new role and the Superior Starts campaign with a community-based 5k in Brooklyn. The program forged partnership paths with priority retailer partner, Whole Foods Market as well as health media and wellness influencers on behalf of the brand.

To amplify the Superior Starts message beyond the 5k event, H5 curated premium, limited-edition PR mailers for influencers and media featuring hero products and a motivational notecard signed by Robin. 

Beyond driving reach and impressions with media and influencers, the campaign opened doors with priority retail partners for future product initiatives.

THE ASK

Launch Jarrow Formulas new brand campaign, Superior Starts, and unveil health and fitness powerhouse Robin Arzón as its first-ever wellness ambassador to target consumers and key retail partners.

APPROACH

Kicked off the campaign with a community-based 5k run/walk event in New York City, co-hosted by several venerable local running crews. The trail ended at the Whole Foods Market in Brooklyn where guests and shoppers could sample product, share their “starting” goals, and sip a recovery smoothie. The experience was harnessed to capture raw consumer commentary and visuals, which the brand converted into paid and organic social content for the campaign. Custom Superior Starts mailers, signed by Arzón were shipped out to influencers and media to drive social media content, storytelling and relationship building beyond the event.

RESULTS

Increased awareness for Jarrow Formulas among media, influencers, retailers and consumers to drive adoption and trial.

  • Brand Awareness: Thanks to strategic fitfluencer connections and community building with influential running clubs, the brand saw a spike in reach (+443%) and engagement (+1,054%) during the Superior Starts campaign timeframe on Instagram.
  • Influencer Buzz: More than 60 custom Superior Starts mailers were distributed to media, influencers and thought leaders, helping drive earned media and social media impressions, sparking 1:1 conversations with several high-impact partner prospects.  
  • Retailer Excitement: The campaign brought the excitement to Whole Foods Market’s doorstep in Brooklyn, opening opportunities for future end caps and roadshow activations for the brand at WFM locations nationwide.