Date: 9 November 2004
Originally published in: Evening Gazette (UK)
An agency run by a Teessider has dreamed up the strategy behind a £6m marketing campaign by a national retailer. Newcastle-based Guerilla Communications, which is run by James Allen, of Yarm, spent six months coming up with ideas for the adverts.
The campaign by vitamin, mineral and herbal supplement retailer Holland and Barrett, features former pop star turned natural horticulturist and health columnist Kim Wilde.
Mr Allen, managing director of Guerilla said: “We decided from day one that this treatment would be more ambitious than any commercial that had been made within the natural health sector. All of the effects and products are computer generated, this was no small task and for this reason alone we chose to employ the best animators we could find. The music was composed around the moving footage and we used live musicians to give it a quality feel. Kim Wilde was a great fit with Holland & Barrett’s brand values and she was great fun to work with.”