4.2Life Botanics
Creative Strategist & Copywriter [Agency]
Campaign development for a supplements brand seeking clearer positioning and stronger audience connection.

Life Botanics needed a brand awareness campaign that could engage value-driven consumers without undermining credibility. Operating in a saturated supplements category, the challenge was to cut through exaggerated claims and overwhelming product choice by positioning the brand as the simple and reliable alternative.

I led the strategic development of the campaign, beginning with research into consumer behaviour, emerging category patterns and the financial pressures shaping wellbeing decisions. The key insight was clear: people were fatigued by complicated routines and wanted health products that felt straightforward and trustworthy. The campaign built on this insight, reframing Life Botanics as the brand that brings clarity to a cluttered space.

Working closely with the Senior Graphic Designer, I developed a messaging framework and campaign concept that contrasted cluttered wellness culture with a straightforward approach to daily health. The strategy informed social and digital messaging, content themes, ambassador direction and key campaign lines designed for paid and organic rollout. It also guided the development of supporting formats across static and video assets for Meta, Spotify and radio scripts, TVC structures for short-form social, and the shot list and styling considerations for product and lifestyle photography.

Although the full rollout was scaled back due to shifting budget priorities and timing constraints, Life Botanics adopted key elements of the strategy across their ongoing marketing, strengthening their position as a no-fuss, high-quality supplements brand.