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