Vegegreens is spoofing soap operas to present itself as a more accessible and relatable wellness brand.
The Jamieson Progressive Nutritional Therapies powdered supplement’s new creative platform, “Keep Progressing,” reimagines cheesy daytime programming as “Days of Our Greens” to move beyond the functional-benefit positioning common to the category.
According to the company, the first work by agency partner The Local Collective, is a fresh, humorous take on wellness, moving away from perfectionism and toward relatable progress.
Spanning a mix of video, social and static creative, audiences will see veggies caught up in humorous conversations about being “in an open relationship” or finding “something more” when paired with Vegegreens.
“This moment marks an exciting evolution for the brand,” says Kaery Lall, senior director of marketing, specialty brands at Jamieson Wellness. “‘Keep Progressing’ represents a new way of showing up, with a more playful, human voice that brings humour and relatability into the wellness space.”
According to Lall, the campaign is about stripping away the intimidation of wellness and making it feel fun, human, and achievable, and showing that better health is not about perfection, but fuelling the body.
Lall tells strategy the campaign targets people who are invested in feeling their best but don’t have time for complicated wellness routines.
The demographic live full, fast-moving lives and are looking for smart, simple ways to support their health every day, he notes.
“Vegegreens fits seamlessly into that lifestyle. It’s a convenient, high-quality nutritional boost that makes feeling good both effortless and achievable,” Lall says.
“The concept of having a relationship with your health and through that the items you use to maintain your physical health got us thinking … what about a love triangle between our product and ‘regular’ vegetables?” asks Matt Litzinger, The Local Collective co-founder and CCO, which started working with the brand last October. “So we landed on short stories inspired by soap operas.”
According to Litzinger, the idea was that these would be both a fun watch and something which would resonate with an audience that loved health journeys and similar storytelling.
This campaign launches this week on YouTube and Meta and media buying was handled internally at Jamieson.
The brand also has updated its packaging with a refreshed look, which was also handled internally.
