Our Work

The Vitamin Shoppe

Positioning The Vitamin Shoppe as a Health and Wellness Leader

With the economy tightening and retailers looking for creative ways to stay in front of consumers, The Vitamin Shoppe tapped Allison & Partners to devise an overarching campaign positioning the retailer as the market leader in health and wellness.

To position the brand front and center in natural health and wellness stories, the Allison & Partners team needed to position The Vitamin Shoppe and its roster of third party experts and category managers as thought leaders in their respective topic areas and “go to” commentators for the media. We needed to use these media opportunities to highlight the store's dedication to quality and education as well as the multiple product lines available to fit the vitamin, supplement, weight loss and beauty needs of every consumer, providing them with support and information surrounding the myriad studies regularly released about use of different types of vitamins and supplements.

We positioned The Vitamin Shoppe's spokesperson Dr. Hoffman, a medical doctor and self-proclaimed fan of natural remedies, as an expert for segments on seasonal allergies and other seasonal trends,. To make the brand a resource for media, we regularly scheduled deskside meetings with top-tier magazines to discuss new trends, tips and products for consumers. In addition, we leveraged the retailer's roster of in–house nutrition experts to develop evergreen and seasonal trend pitches highlighting different vitamins and supplements, and met with reporters and producers to discuss new products and supplements to fit in to overall round-ups and category stories.

In a very short period of time, Allison & Partners has secured national and regional print and broadcast coverage for The Vitamin Shoppe including feature segments on CBS Early Show, Fox & Friends, and a Fox News Health segment that was picked up by more than 40 affiliate stations across the country. National print coverage has included InStyle, Natural Health, Quick & Simple, and Woman's World and deskside meetings have been secured with All You,  American Baby, Health, Exercise for Men Only, Men's Health, Prevention, Ladies Home Journal, and Glamour.