Vitamins retailer focuses on kids

David Quainton 23-Mar-06

Healthspan, the mail order retailer of vitamin supplements, has appointed Spink Consumer Relations to promote Brain Boosters, an Omega-3 fish oil supplement aimed at children.

Spink will promote the purity of the product in comparison to rival brands among health professionals who work with children.

'School nurses are increasingly influential in the area of childhood nutrition and we will be saturating them with information,' said Spink director Jo Spink. 'Parents of young children will also be targeted through schools.'

Healthspan corporate relations manager Ann Outram said fish oil supplements are usually targeted at the over-45s, so the firm needed agency support to target those who work with children. Five agencies submitted credentials for the consumer and healthcare brief before a two-way shortlist was drawn up.

Guernsey-based Health-span produces a raft of mail-order supplements, including Devil's Claw and St John's Wort. The firm also produces mail-order perfumes.

Spink is the company's first retained agency, although in 2004 it used Manning Selvage & Lee to work on a project basis.

The win coincides with Spink's appointment of Helen Liddell-Grainger to head its 'aesthetic treatment' division. Branded Rejuvenate, the division was created last year (PRWeek, 28 October 2005).
Liddell-Grainger returns to the industry following a
nine-year career break to raise a family. She previously worked at comms agency The Roland Company.

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