Goals and objectives
In the wake of the pandemic, health and wellness became a daily priority for many New Zealanders. However, the supplement aisle remained overwhelming, with a vast array of options creating confusion and decision fatigue. Clinicians, a New Zealand-owned health supplement brand, sought to distinguish itself as a trustworthy and credible choice in this saturated market.
To achieve this, the brand aimed to connect with health-conscious consumers through a fresh, relatable storytelling approach. With the support of in-house naturopath Jane Cronin, Clinicians set out to build consumer trust, reinforce its local credentials, and provide clear, actionable health advice. The goal was to redefine how New Zealanders engage with their wellness journey—making it more informed, approachable, and aligned with real-life health concerns.
Surprising Insights
The campaign revealed a strong appetite among New Zealanders for candid, expert-led health content that speaks directly to their everyday concerns. The success of the “submit-a-question” competition also underscored the value of two-way communication in building trust and fostering community engagement within the wellness space.