LONDON: Reckitt Benckiser has hired GolinHarris London to handle the PR launch of its food supplement, MegaRed Omega-3 Krill Oil, marking the first time the agency has worked with the consumer goods giant.
Omega-3 Krill Oil, which launched this month in the UK, is the first move into the vitamins, minerals, and supplement category from the owner of brands such as Nurofen and Cillit Bang.
The Interpublic Group agency won the account following a competitive pitch against an undisclosed number of agencies.
GolinHarris London's healthcare team is rolling out a creative PR campaign, highlighting the role of omega-3 for optimum heart health, which is supported by celebrity brand ambassador Gabby Logan.
As part of the campaign, an expert panel including media doctor Ellie Cannon and celebrity fitness trainer James Daly will encourage the core audience of women over 45 to take a more proactive approach to staying healthy.
While the win marks the first time that GolinHarris has worked with Reckitt Benckiser, Virgo Health – the agency GolinHarris acquired in 2012 – has carried out work on Reckitt Benckiser brands Durex and Scholl.
GolinHarris' London healthcare practice launched in 2013, following the integration of Virgo Health into the GolinHarris group.
“GolinHarris demonstrated profound knowledge and experience, and we are delighted to have the team on board,” said Mark Pearson, category marketing director for healthcare at Reckitt Benckiser UK. “MegaRed is the number one omega-3 supplement in the US and our ambition is to replicate that success here in the UK.”
This story originally appeared on the website of PRWeek UK.