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Nestle begins VitaBeans campaign

Nestlé has begun a new campaign for its Nature’s Bounty brand to launch a new line of vitamin supplements called VitaBeans. Developed by Fuse Create of Toronto, the national campaign, called “What our beans are full of,” consists of social media content and digital advertising intented to increase awareness of the product and encourage consumer trial. The effort is aimed at younger consumers and focuses on the product’s being vegetarian, non-GMO and free of gelatin and artificial colours and flavours. The campaign also includes influencer activities by Langton PR. Media work is being conducted by Thrive.

“The beans are colourful and fun, so we wanted the campaign to feel colourful and fun,” said Steve Miller, executive creative director of Fuse Create. “As a new product innovation, we needed to feature the product but do so in a way that would appeal to our younger demo, and stand out within the digital and social media channels.”

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