The story of how the elderberry was elevated
Sambucus
As wellness continued to grow in the mainstream consciousness, we turned to our campaign 'We Go Where Herbs Grow Best' as a perfect platform to herald Nature's Way's signature immunity product, Sambucus. Our time-honored philosophy of recognizing "nature's gifts of healing," proved our elderberry story was truthful, ownable,
and superior to what the competition had to offer.
Mission
Convince new consumers that our elderberry product rises above the rest. We also needed to remind our current consumers of Sambucus' superior quality so that "swapping" for a competitive supplement would would only mean settling for less.
Vision
Created a multi-channel campaign called "Elderberries Elevated" that fully touted messaging that our competition could not:
Fifty-plus years of field-to-shelf quality in elderberry harvesting, and providing the best immunity supplement the earth has to offer.
Creation
We traveled to the hills of Graz, Austria
to document elderberry harvesting by family farmers who source for Nature's Way. We showcased location, elevation and time-honored practices that provide a product that has optimal health benefits.
Results
The results were extraordinary! This campaign helped push Nature's Way Sambucus to the #1 position in the category. Sales spiked 400%. New distribution was gained in top-tier retailers and we saw a staggering
75% growth with existing retailers.
Brand recognition rose to 83%, and brand recommendation rose to 87%.