January is undoubtedly the month for fresh starts, resolutions, and new commitments. Therefore, we’re seeing brands start to reflect this in their marketing campaigns, with health and wellness companies and personalities producing some of the most captivating promotional content.  

One of this year’s exciting new campaigns which is particularly fitting for January, is an out-of-home display from wellness influencer, Clean Eating Alice. In order to advertise her new recipe collection, “Eat Well Every Day”, the nutritional guru (also known as Alice Liveing) has decided to display these across the London Underground, which will see content featured on 100 high-impact digital screens. In conjunction with Hello London, the new media collaboration between TFL and Exterion Media, the campaign will show user generated content from social media channels which will continually update, and images of the recipe creations from Alice’s collection. Hopefully, the combination of interactive social media and a visually eye-catching out-of-home display will get Londoners healthily inspired for the new year.

This year, Vegetarian brand Quorn is continuing its healthy push utilising influencer marketing. While the company’s long-standing ambassador, Mo Farah, led to a reported 17% rise in value sales, Quorn has decided to partner with several new athletes for a series of video campaigns- these include Olympic Gold medallists: swimmer Adam Peaty, and hockey player Kate Richardson-Walsh. Their 2017 video campaign features the two athletes sharing their healthy recipes using Quorn products. This year, the company’s campaign was specifically designed in order to engage online consumers, many of whom are looking for healthy, delicious and protein-rich meat alternatives to add to their weekly menus.

In the fitness market, upmarket gym chain Equinox, has once again produced a fantastic print campaign, recycling the tagline from its 2016 campaign, “Commit to Something”. The campaign, created in conjunction with Wieden + Kennedy New York and shot by Steven Klein, features a series of images showing individuals displaying their commitment to something, whether a life-long dedication, or even just a new hobby. In another positive campaign, gym brand Blink Fitness also released their 2017 initiative, entitled “Every Body Happy”. The company’s series of video ads features sixteen of its own members, and contains the strap line “We’re Members, Not Models”, to emphasise that body confidence, fitness and dedication comes in all shapes and sizes.

And in perhaps one of the most large-scale campaigns this year, gym brand Planet Fitness released their 2017 initiative on ABC during the infamous Dick Clark’s New Year’s Rockin’ Eve celebrations. The multi-media campaign featured live displays, a company branded stage at the event, as well as a promotional video which integrated the New Year’s countdown and the strap line, “The world judges, we don’t”.  The campaign was also released to coincide with the brand’s milestone 25^th anniversary, and having it roll out during Dick Clark’s show also ensured it had a reach to a global audience of around 1 billion. The concept behind the campaign, according to Planet Fitness’s Marketing Senior Vice President, Jessica Correa, was to reinforce the brand’s approach to working out in a fun and judgement-free environment, where everyone is welcome.

Have these brands inspired you to commit to a healthy lifestyle in 2017, and which types of campaigns do you hope to see more of this year? Do you expect more video content, print campaigns, or outdoor displays? We’d love to hear your thoughts, so please tweet to us @PracticeDigital and share your comments on our Facebook page.