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Storytelling and Community Involvement Drive Marketing Innovation at Vega

BURNABY, BRITISH COLUMBIA -- (Marketwired) -- 06/26/14 -- Editors Note: There is a video associated with this Press Release.

The ancient art of storytelling has become central to the digital marketing age, as brands big and small nationwide are looking for new ways to engage consumers and attract new ones through 'authentic' conversation. Yet the word authentic has become so overused, it might as well be another word for fake. Not so for Vancouver-based marketer of plant-based nutritional supplements, Vega, named one of Canada's Best Places to Work and frequenter of Profit 500's fastest growing company list.

Vega just launched a sport nutrition platform and integrated content marketing campaign called FuelYourBetter.com which aims to help people overcome athletic training challenges - whether physical, nutritional, or mental - through independent education modules and online community dialog via #FuelYourBetter.

Vega pushed hard to produce the campaign in less than 8 weeks, including: full development of an interactive microsite, social feed, community outreach to 1000+ health and fitness bloggers, print ads, in-store collateral, and eight educational videos.

The authenticity of the campaign is achieved through use of Vega employees who train and a Toronto based-blogger, Christina Mennsen, known as 'The Athletarian'. Christina agreed to sign up for the Vancouver-based BMO marathon and blog about her training challenges to help spread awareness around the connection between sport nutrition and performance.

Midway through production on a video featuring Christina's training efforts, Vega learned that the Athletarian's biggest fear was having to run the race alone. In her last race, she had her mentor (and ultramarathoner) Emily Toia, there to run, and cheer, alongside her. In the spirit of community, Vega reached out to Emily and flew her from Arizona to Vancouver to surprise Christina. Cheering Vegatopians also dotted the rainy marathon route to help Christina get to the finish line. Vega caught the authentic moments in a video called 'Fueling Christina's Better'.

John Edmonds, Creative Director at Vega, says, "Community support is rooted in Vega's DNA. We wanted to work with real people, with real stories to inspire others to explore how they can perform better. It's well known in sports training that 'better' comes when you train your weaknesses. 'Better' is as much about self-discipline as it is about community support. And you just never know who might show up to cheer you on."

About Vega

Since 2001, Vega (previously Sequel Naturals) has established itself as the leader in the plant-based natural health and performance products industry. Formulated by Brendan Brazier, vegan former professional Ironman triathlete and bestselling author on plant-based nutrition, the Vega brand of nutritional products is internationally recognized. Good for your body and the planet, Vega is the clean, plant-based choice to fuel your healthy, active lifestyle-without compromise. For more information, please visit myvega.com, join Vega on Facebook at facebook.com/vegafanpage and on Twitter @VegaTeam.

About FuelYour Better

#FuelYourBetter aims to raise awareness on how people can overcome common athletic training challenges like Motivation, Stamina, Overtraining, and Recovery from Muscle Soreness through a proper nutritional plan, educational videos, and the right sport performance products called 'Difference Makers'. www.fuelyourbetter.com

To view the video associated with this press release, please visit the following link:


Jaclyn Cummings
Vega PR
604 945-3133 x 361

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