D’Arcy unveils ProNatal push

D’Arcy is launching a national press campaign to support Sanatogen ProNatal, a multivitamin formulated for women considering motherhood.

D’Arcy is launching a national press campaign to support Sanatogen

ProNatal, a multivitamin formulated for women considering

motherhood.



Three press executions, which will feature in the June issues of

parenting magazines and selected women’s titles, highlight the dietary

needs of women throughout pregnancy and while breast-feeding.



The ads draw a parallel between foods that are a good source of

essential nutrients.



One execution uses an egg to mimic a pregnant belly. A butternut squash

symbolises a mother’s breast and a round of Edam cheese is cut to

resemble a pram. All carry the endline ’just making sure’.



The ads were inspired by research which showed that foods rich in folic

acid can cut the risks of an unborn child developing spina bifida and

that a balanced vitamin and mineral intake is also vital.



Sarah Green, the brand leader on Sanatogen, said: ’Our advertising is,

traditionally, very bouncy but we have taken a more serious approach

this time. The aim is to encourage women to use ProNatal before, during

and after their pregnancy.’



ProNatal was launched four years ago but this is the first time Roche,

Sanatogen’s parent company, has supported the brand with a heavyweight

campaign. The ads were written by Tim Langford and art directed by David

Burn. Media planning and buying is through MediaCom TMB.