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Sambucol is a line of unique immune support supplements containing black elderberry extract. They had strong national distribution and consistently innovated with new products yet still faced stiff competition in the homeopathic cold and flu remedy category. To drive purchase consideration and boost retail and online sales, we sought to increase national brand awareness through a mass-reach, omnichannel campaign.

Smart Media Approach

We began the planning process with extensive consumer lifestyle research, leveraging Sambucol's Brand Health Study and web analytics. The top target segments we identified were busy young adults, health-conscious Moms with school-aged children and Hispanic adults. MBI developed a strategic and thoughtful media recommendation to include some traditional mediums for mass reach, layered with targeted executions of other platforms to extend unique messaging to the top segments. Mediums included:

National TV | OTT Video | Syndicated TV | National Print | Network Radio | Social

  • Our team utilized OTT to reach cord-cutting young adults, cross-device, as well as light TV viewers across all 3 segments.
  • To hyper-target the mom segment, MBI leveraged blogger programs, social media and a direct sampling program.
  • In national radio, we used hand-selected personality programming and audience networks to appeal to the 3 unique segments.
sambucol black elderberry gummies dietary supplement bottle


Sales grew by 2.1x YOY. Aided brand awareness grew by 28%, and while the total cold and flu category was down by 2%, Sambucol's sales were up 93% during the cold and flu season. This success afforded the brand to increase media budgets and scale national retail agreements.

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Connect with a Media Strategist


"MBI created a tightly focused plan that delivered national coverage focused on Big Green Egg's prime selling seasons and key audience demos. The plan met and exceeded expectations on all fronts. Audience delivery, network selection, daypart mix and efficiencies hit targets that would be expected from a budget with a lot more digits. In a word, the results for Big Green Egg were "smokin'!"

- B. Atkinson, Marketing Services Manager at Big Green Egg