CRN to launch multi-million campaign

WASHINGTON: The Council for Responsible Nutrition (CRN), a trade association for the dietary supplement industry, has selected CRT/tanaka for a three-year, multi-million campaign to promote the use of supplements as part of a healthy lifestyle.

WASHINGTON: The Council for Responsible Nutrition (CRN), a trade association for the dietary supplement industry, has selected CRT/tanaka for a three-year, multi-million campaign to promote the use of supplements as part of a healthy lifestyle.

Judy Blatman, VP of communications for CRN, said that public perception of dietary supplement has centered on weight-loss supplements, yet the industry is much broader reaching than that, including as it does vitamins, minerals, and many other dietary supplements taken by more than 150 million people in the US, according to CRN.

"We, as an industry, have not done a good job of defining our[selves]," Blatman said. "We are actually about as mainstream as we can be. Our industry has encountered a lot of negative publicity, and we've always addressed that, but we felt it was important to be proactive."

Though details remain to be worked out, the campaign, called "Life ... supplemented," will center on commissioned research showing how supplements are part of "culture of wellness." Outreach will include the launch of a microsite with information on supplements, media relations, and a potential collaboration with a retailer.

The budget for the first year is set at $1 million, with funding from 25 companies in the industry, though CRN says it hopes to recruit the support of other dietary supplement makers in the industry. The process to select an agency began about a year ago, with CRT/tanaka beating two other unnamed finalists for the contract.

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