Natures Aid

Helping them thrive

Natures Aid has been manufacturing and supplying high quality nutritional supplements for more than four decades.

It is one of the UK’s favourite brands of vitamins, supplements and herbal products which are manufactured at its purpose-built 43,000 sq ft state-of-the-art facility in the North West.

The company approached ICG to create a six month campaign to increase awareness of its Super Stars and Mini Drops vitamin ranges for children.

Reaching parents with authentic content

The first step was to create a campaign look and feel that would align with the Natures Aid’s ‘help them thrive’ tagline.

We moved away from stock photography to introduce a ‘real life’, authentic look that would resonate with busy, modern parents.

We art-directed photography to show every day family life from breakfast time to the school run.

We plugged into a narrative around family life that’s always on the go.

A new hashtag #VitaminsForRealLife was weaved across social media messaging.

Getting social to increase reach and engagement

Our digital marketing team created a social media calendar to highlight the benefits of the Super Stars and Mini Drops products.

Repurposed influencer content and topical content performed well, alongside posts, stories and reels relating to seasonal themes such as back to school and the clocks moving forward.

Other topics included product spotlights, fun facts, activities and quizzes as well as parenting inspiration.

The best performing content was a ‘day in the life’ style reel. We tapped into the Instagram trend of jumping between outfits at home, school and extracurricular activities to show a nine-year-old’s hectic schedule.

Media coverage in national publications

ICG also acted as Natures Aid’s press office, covering its entire product range, to ensure widespread coverage in consumer publications and media.

New product releases and articles generated by a national Natures Aid survey and seasonal advice pieces resulted in editorial coverage in Pregnancy and Parenting magazine, Women’s Fitness, Right Start Online, Daily Express, Which magazine, Grazia and the Daily Telegraph.

Competitions were set up in Woman’s Weekly, The Daily Star, Chat magazine and Red to reach our target audiences.


The vitamin and health supplement market is heavily regulated and ICG’s teams worked hard to achieve Natures Aid’s KPI’s

Facebook likes increased by 32% and Instagram followers increased by 19% throughout the six month period.

An incredible reach of 51 million was achieved across all social media channels with an engagement rate of 6.5%.

The media relations push resulted in a combined reach figure of 100 million, surpassing targets and delivered ahead of deadline.

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