Clinically Documented Strains Matter™

The company’s longest running campaign, the Strains Matter™ campaign ran for nearly 8 years and featured a YouTube videos, in-store activations, and retailer trainings nationwide.

Strains Matter™ developed out of in-depth strategic conversations with the company’s founder, Jarrow Rogovin. Rogovin introduced multi-strain probiotics to the natural heath food channel in 1986, pioneering probiotics in subsequent years that included scientifically documented strains developed through research and innovation initiatives alongside renowned suppliers like Lallemand-Institut Rosell, Chr. Hansen, and Morinaga Dairy. Our goal was simple: educate retailers and consumers alike on the value of clinically documented strains vs. generic bacteria.

Below is glimpse of video and digital content created for this campaign, which I developed in partnership with our scientific affairs team.

Creative Direction, Copywriting, Script, Production, Design: Ara Soghomonian