A.Vogel Canada

The Situation

A.Vogel develops herbal remedies (phytopharmaceuticals) and food supplements that incorporate fresh plant products. Their product line includes cold and flu remedies, prostate and menopause treatments, and herb-infused sea salt.

Field Day first partnered with A.Vogel Canada to develop positioning and creative for their Prostate 1 and Menopause products. In 2017 Field Day developed the multilingual campaign for Echinaforce, their sore throat treatment. You can view the Echinaforce TV spots here:

English Echinaforce TV Spot
French Echinaforce TV Spot

In late 2018, Field Day developed and produced the TV campaign for Herbamare. The campaign launched in April 2019.

The Strategy

Herbamare is A.Vogel's herb-infused sea salt. Unlike other flavoured salts, Herbamare salt crystals are infused with fresh herbs. There was a general lack of awareness of the product and its uses both for cooking and on the dinner table.

The communication strategy focused on two key areas: raising general awareness and demonstrating the use of Herbamare as a replacement for regular salt. Our goal was to increase brand recall through a humorous and memorable creative concept with surprise "reveal".

Field Day's in-house team produced a TV commercial within a very short period of time and on a very small production budget. As with our previous Echinaforce campaign, the tight budget and the need to produce both English and French spots meant that we couldn't have on-camera speaking parts.

The campaign launched nationally in April 2019. The English TV spot can be viewed below. The French version can be viewed here:

French Herbamare TV Spot

What We Did:

Brand Positioning

Product tagline and messaging.

Concept Development

Script development, storyboards and animatics.

In-House TV Production

Casting, location scouting, production and post-production.