Jamieson Vitamins’ new global brand campaign goes “behind the curtain” to feature real employees on the floor of its Canadian manufacturing facilities.

In the “Quality” campaign TV spots and socials, Jamieson employees speak directly to consumers about how the products are made in its Windsor, Ont., facilities. This behind-the-scenes approach resonates with consumers who value transparency and want to know the people and the process, Eric Bentz, EVP of Global Marketing for Jamieson Wellness, tells strategy.

“It’s personal,” Bentz says of the spots. “You find that thread of truth, and that was more the eureka moment. I’m a big fan of storytelling; you need to story tell. You have to influence and sell. We have a great story, and we weren’t telling our story.”

Bentz says the main goal of the campaign was to communicate the brand’s quality-first natural health solutions from evidence-based research. It also appeals to current market trends, he adds. “There is a tailwind, behind our industry. People are thoughtfully are taking care of their health.”

The campaign included additional research global markets in the U.S., Europe, the Middle East and China, Bentz says. “The first catalyst for change was the mindset of going global. You got to get more clear about what you stand for. You have to get clear about what consumer you’re going for.”

The campaign was launched with Jamieson AOR BaD Mktg and follows a refreshed brand strategy.

“We’re diving deeper into the people and processes that make Jamieson unique. Our TV commercials (TVCs) introduce Jamieson employees to the world, while our social content takes consumers behind the scenes, providing a backstage pass to the dedication and craftsmanship involved in every product,” Bad Mktg co-founder Yotam Dor said in a press release.

With corporate offices in Toronto, Jamieson exports products to more than 45 countries worldwide. Jamieson Laboratories is a division of Jamieson Wellness Inc.