The consumer agency was awarded the account after a competitive pitch against two undisclosed agencies.
Sambucol is an over-the-counter food supplement available in Boots and health food outlets nationwide. The product is made from an elderberry extract that supports the immune system.
Sambucol is owned by Healthcare Brands International and is marketed and distributed by Ceuta Healthcare, which has appointed BMA the task of promoting its benefits to consumers.
BMA’s senior consultant Claire Pay will head the account alongside BMA’s MD Lindsay Morgan.
‘The brief is challenging because Sambucol sits in the food supplement arena, yet there is medical proof that it can have a positive impact on health,’ claimed Morgan. ‘PR can play a major role in raising consumer awareness and demand for Sambucol.’
The first comms activity to promote the products starts this month. The bulk of the activity will be online with BMA targeting health and wellbeing websites.
BMA’s other clients include Lactalis McLelland, Tefal, Boehringer Ingelheim, and Tesco Health, Beauty, Toiletries, Babycare and Pharmacy.
Healthcare Brands International was set up in October 2006 by Barry Clare, the former head of Boots Healthcare International.