Brand storytelling and strategic advertising agency fortnite collective has created “You Be Well, Now,” a brand refresh for Fargo, North Dakota-based Swanson Health. The digital and print-based works aim to raise awareness and interest in Swanson by celebrating its Midwestern roots and values. Fortnite won a challenge in July.
The campaign features local women cheerfully walking around town, talking to cameras about the benefits of Swanson while doing good deeds. There are 60 second runs and :30, :15, and :06.
“I’m a wellness expert from the Midwest,” she says and asks, standing in the middle of a Midwestern cornfield. “Of course!” In the feature-length spot, she roams the town telling Swanson’s backstory and handing out supplements to local townspeople. The ad is complete with stop-motion photography and upbeat music.
This woman embodies what is called “Midwest Nice.” This metaphor is used to describe the unusually serious outlook and friendly behavior associated with the people of this region, even in the most precarious situations. Nothing goes wrong here, but even during a North Dakota snowstorm, this brave woman continues to tout vitamins and deliver her homemade casseroles to her neighbors. It seems like it was.
This initiative is considered a complete brand refresh. “This initiative positions our brand uniquely in the wellness industry with this regional approach.” Andrea Klass, Chief Marketing Officer, said: “This establishes Swanson’s hometown of Fargo as a center for health and wellness, dispelling the myth that innovation in health and wellness only happens on the coast.”
“It’s not every day you get to reinvigorate a 55-year-old brand.” said Erin Del Ponte, Senior Vice President of Marketing. “Our creative partners at Fortnite Collective have brought a level of polish that has helped us shine in truly unlocking the authenticity and uniqueness of Swanson Vitamins.”
Led by an in-house team of pharmacists, scientists and nutritionists, Swanson offers more than 1,600 private label products across 36 categories. Swanson Health products are rigorously tested to ensure quality, purity, potency, and authenticity. The line utilizes ingredients and formulations at the forefront of wellness to provide natural solutions for mind, body and home.
sauce: Fortnite Collective
