Healthylife appoints Bread Agency to lead social media strategy

Woolworths Group’s digital health platform Healthylife has appointed Bread Agency as its social media agency of record, with the remit spanning strategy, content, paid and campaign support.

The appointment comes as Healthylife launches its latest brand initiative, Healthylife Week, which kicked off on July 7.

Bread will handle content, community management, paid social and campaign execution, working alongside Healthylife’s in-house marketing and content teams to amplify the brand’s focus on helping Australians live healthier lives.

“We were looking for a partner who could combine deep strategic thinking with scroll-stopping creativity, and Bread’s approach aligned strongly with this focus,” Ben Padfield, chief digital, customer and marketing officer at Healthylife, said. “We’re excited to collaborate on the next chapter of our social journey, especially with Healthylife Week kicking off this week.”

The win adds to Bread’s growing presence in the health, wellness and retail sectors, reinforcing its position as a digitally native agency delivering integrated social campaigns.

“This partnership is a big one for us - Healthylife is a brand with real purpose and their ambition on social matches ours,” Emelie Lundberg, general manager at Bread, said. “We’re thrilled to partner with the Healthylife team to deliver work that’s as smart as it is culturally relevant.”