HEALTHY LIFE

OVERVIEW

  
    CLIENT:
    N/a – In-house
  
    AGENCY:
    Accompany
  
    PROJECT:
    Brand refresh & rollout
  
    MY ROLE:
    Manager – Communications & Special Projects 
  
    DATE:
    2017-2019
  
    SECTOR:
    Retail / Health & Wellness

THE BUSINESS

Established in 1968, Healthy Life is one of Australia’s longest standing names in the retail health and wellness space.

When private equity fund, Allegro, invested in Healthy Life in 2017, the business underwent a brand refresh as part of the management buy-in and business strategy.

In 2019, the Healthy Life brand was sold to Woolworths Group.

MY ROLE

As part of Healthy Life’s management team, I worked closely with the Managing Director and Chief Marketing Officer (CMO) in managing the brand roll out and communications including:

Brand refresh – management & rollout
New retail & private label concepts – managed creative development & rollout
Content planning and management including editing quarterly consumer magazine & web articles
Content audit, writing & editing of 150+ articles
Content development across all consumer touchpoints including website, corporate presentations, in-store messaging deck
PR & media strategy
Internal communications
Day-to-day management of marketing team & external agencies including PR, brand & design consultants