Overview: Vitamin Angels focuses on the reduction of child mortality by connecting essential micronutrients, especially vitamin A, to children in over 30 countries, including the US. Pure Branding was asked to create the communication strategy for Vitamin Angels’ 2010 natural products industry fundraising program centered on an in-store promotional campaign.

Challenge: In order to develop a program with significant value for natural product consumers, participation and enthusiasm from retailers and brands was essential. The challenge was to galvanize the natural products industry behind a cause that aligned with their values and motivated them to take action.

Solution: The natural products industry was born of our collective drive to stand outside the mainstream and be something more than merely “conventional” commerce. Pure Branding translated this counterculture attitude into a collective movement. The resulting Unconventional Angels campaign reminded the community that, like the inception of our industry, it sometimes takes “unconventional” thinking to make a difference.

Over 40 top-tier natural and organic brands, including Celestial Seasonings, Seventh Generation, Simply Organic and Stonyfield, participated in the program.

Participation from over 1,000 leading natural stores, including Whole Foods, Sprouts, Sunflower Farmers Market and Vitamin Shoppe, closed the loop with a robust distribution stream to get the coupon books into consumers’ hands.

Vitamin Angels ROI:

• Achieved participation of a record-breaking 50% of US natural food stores
• Gained participation from over 40 leading brands in the highest-value coupon book in industry history