NATRACEUTICALS GOES MAINSTREAM
By Adnews Staff
Natraceuticals of Toronto will move into the mainstream with its first radio campaign to be launched in the fall. The national radio ads will promote the company's Nu-Life line of green foods and herbal medicines including Energin Ginseng, Remind Gingko, Tranquility St. John's Wort and Pro Active Saw Palmetto. The campaign will be created by Radioworks Inc. of Toronto. It will be supported by a PR campaign also done by Radioworks. In May, Natraceuticals signed up Olympic gold medalist Donovan Bailey as spokesperson for the company's products, but the agency hasn't decided yet if the sprinter will be featured in this campaign. In addition, Natraceuticals will introduce a syndicated radio segment in October that will offer one-minute nutrition tips. Until now, Natraceuticals sold its products only in health food stores, but the products are now in drug stores as well. In an earlier interview, the company said it may look for an agency and that it would launch TV advertising in 1998. Natraceuticals supplies vitamins, sports products and green foods.