Nutrilite brings organic farming to the city

Hong Kong - Capitalising on the rising number of health conscious consumers, Amway has made a HK$7 million investment in its organic food supplement Nutrilite.

Aimed at 25 to 40-year-olds, the two-month long campaign comprising seven 20 second TV infomercials is now airing on TVB with mini-segments as well as on Roadshow, in print on major newspapers, weekly magazines and online.

A 3D outdoor execution aimed at demonstrating a real organic farm in the heart of Hong Kong cities are displayed at bus shelters in Tsim Sha Tsui, Central and Causeway Bay.

Taking an informational approach, the campaign educates consumers on the benefits of organic farming as well as highlight that Nutrilite as a food supplement brand has its own certified organic farms.

Cynthia Chin, Amway communications manager, said the campaign was a response to the rising interests in organic food and products.

"With organic being the biggest asset of Nutrilite, we adopted organic farming as the core concept of the whole campaign," she said.

The creative developed by EuroRSCG features animated animals and plants demonstrating the process and practices of organic farming such as eco-circulation, crop rotation and biodiversity.

MPG handled media buying and planning duties for this campaign.