‘Essential Collagen’: Vogue Williams fronts Vital Proteins campaign by Initials CX

Independent customer experience agency Initials CX today launched Nestle Health Science brand Vital Proteins‘ boldest UK & Ireland campaign yet – “Essential Collagen.”

Running from August to October 2025, the campaign deliberately takes an everyday, relatable approach to talking Collagen through taking ownership of the morning routine and educating consumers on the powerful benefits of collagen, with TV presenter, podcaster ad fitness enthusiast Vogue Williams as the face of the brand.

“Essential Collagen”

Developed to help consumers understand how easily collagen can be included in everyday life, the campaign sees Vogue working with Vital Proteins to educate the nation on the benefits of collagen, demonstrating how seamlessly it fits into any morning routine.

Audiences will get an exclusive insight into how Vogue balances her demanding work and home life while still taking meaningful moments for herself, supported by Vital Proteins as part of her daily ritual.

Supported by media agency Open Mind, the fully integrated campaign includes sponsorship of ITV’s Lorraine, a 30 second VOD TV commercial, out-of-home media, shopper activations and a targeted social campaign.

Targeting supplement users aged 25-44, as well as lapsed and new collagen buyers, the campaign’s goal is to drive awareness and brand consideration, ultimately increasing sales and positioning Vital Proteins as the UK’s go-to collagen supplement.

Sadie Majer, Head of Copy, Initials CX, said: “With ‘Essential Collagen’, we wanted to move away from overcomplicated wellness tropes and ground the message in something real: everyday rituals that actually stick.

“Collagen doesn’t need to be intimidating or niche, it’s about small, consistent habits that support how people really live. Working with Vogue Williams brought that idea to life in a relatable, down-to-earth way.

“This campaign is about making wellness less performative and more personal and helping Vital Proteins become a natural part of that conversation.”

Marcus Randall, Senior Brand Manager, Vital Proteins, added: “Essential Collagen’ is a milestone campaign for Vital Proteins in the UK and Ireland – strategically crafted to drive relevance, consideration, and growth within an evolving wellness category to accelerate our ambition to become the leading collagen brand in UK and Ireland.

“Partnering with Initials CX allowed us to translate consumer insight into a bold, everyday message that makes collagen feel both accessible and essential.

“With Vogue Williams as the face of the campaign, we’re connecting with audiences through authenticity, energy, and real-life relevance”.