Dive Brief:
- GNC has announced it will work with three new agency partners, Consigliere, Crossmedia and 22squared, to help drive growth for its brand.
- Earlier in the year, the company came under scrutiny when the New York Attorney General asked retailers to stop selling popular supplements such as echinacea, ginseng, and St. John’s Wort due to contaminants.
- GNC says that the three agencies demonstrated a deep understanding of its quality proposition and brand.
Dive Insight:
In an effort to improve quality control following quality directives from the New York Attorney General, GNC has picked three agencies to help build its growth and profits. The agencies, Consigliere, Crossmedia, and 22squared, competed for the 8,900-store chain’s business; other clients include Birchbox, Under Armour, Kind Snacks, and White Castle.
New York’s attorney general recently asked supplements retailers to discontinue sales of echinacea, ginseng and St. John’s Wort due to quality concerns; GNC’s move is seen as reinforcing its quality promise.