Specsavers has unveiled a new integrated content campaign fronted by TV’s Alison Hammond.

Developed by creative agency Golin, the marketing drive aims to showcase its Home Visits team.  

As part of the campaign, the company launched a documentary-style series, titled ‘The Recruit’, features Hammond shadowing Home Visits optometrist Julie Benson. Devised by social media agency Tangerine, the series will be shown on YouTube.

Bryony Czujko, brand communications lead at Specsavers said: “Specsavers most recent content series, Best Worst Team, delivered some exciting indications that long-form content can drive significant brand consideration, with episodes averaging around five minutes of attention. We’re now exploring how we can amplify high-attention, storytelling formats with The Recruit, using TVC spots with QR codes, to engage new audiences.”

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This follows research from the firm, which shows that one in two (44%) people in the UK who can’t leave their homes without support are missing out on sight and hearing care.

The eyecare firm will also be running a series of 30 and 60-second spots, the first of which will air on Christmas Day.

Elliot Riordan, creative director at Golin said: “Who better to lift the curtain on such a vital service than national treasure Alison Hammond. She brought her signature warmth and humour, experiencing everything from assisting with eye tests to making tea, chatting with customers and helping them choose their glasses.

“By amplifying earned content through paid channels, we’re inviting audiences, through the QR code, to discover the full story, showing them the depth and humanity that makes this service so vital.”

Manning Gottlieb OMD handled media planning and buying.