Jamieson Vitamins – Jay the Leaf

Jamieson Vitamins is Canada’s largest supplement brand sold in grocery, mass, and drug stores across the country. Despite it’s size, the brand faced difficulty building brand equity as it launched a retinue of sub-brands and new product variants without a cohesive master brand strategy. Our challenge was to help the brand unify its offering, while developing a creative platform that could serve the brand in mass media, on-line, and most critically at shelf. The solution was the creation of Jay the Leaf, a new brand ambassador inspired by the logo and who’s role would reinforce the essence of the brand by helping consumer navigate the confusing category in a memorable way. Jay was introduced in mass channels, digital, web, and ultimately could serve as the brand’s voice in social.