The vitamin industry in Canada is worth over $400 million per year. It’s a competitive space and although it is lucrative, it’s also challenging to gain market share. There is opportunity, though: a large segment of the population are aging and receptive to advertising messages concerning their health. And in pandemic times, people are more health-conscious than ever before.


Herbaland Naturals is Canada’s largest nutritional gummy vitamin manufacturer. Sustainably produced, their gummies are also vegan, sugar-free, dairy-free, soy-free, palm oil derivative-free, nut-free, halal, and kosher! Herbaland asked GMD to create a seasonal promotion that would reach the target audience and incorporate wellbeing into the holiday messaging.


Glacier Media Digital created a contest to introduce Herbaland to prospective customers and engage existing customers during the Christmas shopping season. Set against a winter wonderland motif with cool blue on the background, warm colours drew the eye to the Enter Now call to action button. The Herbaland contest was promoted across multiple Glacier channels including Vancouver Is Awesome.


The contest landing page also featured an interactive portion to serve as an insight generating tool for the brand. This easy interaction seamlessly communicated the brand values such as self-care and all-natural with a dash of humour. The engagement data delivered insights for future content direction.


The Results:

1. The contest drew over 1,700 entries on nearly 3,000 views: over 60% conversion

2. There was a 4:1 skew to female audience in social media ad engagement

3. Social engagement overall skewed 82% mobile [Android 47% | iPhone 35%]