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Herbal Magic breaks rediscovery campaign

Weight loss and nutrition company Herbal Magic has begun its first national advertising campaign. The initiative, aimed primarily at women, consists of television, print and online advertising developed by Taxi of Toronto. The creative encourages women to seek to rediscover a sense of self that they may feel they have lost. "There's something very compelling about the idea of a woman losing herself," said Taxi creative director Rose Sauquillo. "With ads women can relate to and an insight that shows Herbal Magic understands where they're coming from, the campaign is bound to create an emotional connection." Media planning was conducted by Media Experts. Public relations are being handled by Thornley Fallis Communications.

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