Health food retailer Holland and Barrett has named Lucky Generals as its lead creative agency, following a competitive pitch process.

The agency has been tasked with crafting a new brand platform that reflects the company’s mission to offer “accessible health solutions”.

Lucky Generals will work with the retailer’s longstanding brand partner, True Story.

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“This is a significant moment for us. As we evolve to become the go-to name in wellness, we wanted a creative partner who could match our ambition,” said Mark Singleton, CMO of Holland & Barrett.

“Lucky Generals impressed us with their emotive thinking and collaborative spirit. We can’t wait to see where this partnership takes us.”

“We’re incredibly excited to start working with such an ambitious name in the wellness sector,” added Shelley Smoller, CCO, and Damien Le Castrec, CSO at Lucky Generals.

“This marks an exciting new chapter for the brand, and we can’t wait to bring bold, fresh creativity to pioneer a global reset in health and wellness.”