Health and beauty retailer Holland & Barrett will launch a £9m advertising campaign tonight called The Good Life in a move away from its traditional promotion-led advertising.

The retailer has also dropped presenter Gethin Jones after three years, replacing him with animated woodland creatures. But Jones will continue to be an ambassador for the brand.

Peter Aldis, chief executive of Holland & Barrett’s parent NBTY Europe, said the animals give the retailer “the scope to talk about different ailments”. The creatures each represent a product category. For example, one of the characters used in the marketing is a bear that promotes sports nutrition.

Sir David Jason, star of Only Fools and Horses, voices the 30 second ads, which are initially scheduled to run for three weeks. A shorter 10-second version will launch on Sunday.

The new strapline, ‘The good life’, replaces its 14-year long ‘We’re good for you’ phrase.

Developed by agency RKCR/Y&R, the campaign has been built around the retailer’s ‘in pursuit of health and happiness’ brand mission.

While the adverts continue to promote buy-one-get-one-free deals, they are the first TV ads to highlight the expertise of staff, following new A-level accredited training at the company.

NBTY Europe chief marketing officer Lysa Hardy said previous promotion-led ads did not “really show what we do as a brand”.

The new campaign follows the unveiling of Holland & Barrett’s flagship store on Princes Street in Edinburgh, which includes its first consultation area enabling customers to use iPads to find out more about products. NBTY Europe chief executive Peter Aldis said he plans to a roll-out the interactive areas to the whole 760-store estate within the next year.

Holland & Barrett