Leeds-based Pharmacy2U and ChemistDirect have outlined a new brand strategy and advertising campaign, following their £40m merger.

The “pilot spent” of 6 figures on above the line activity across television, radio and print could be followed by a “7 figure spend” should it prove successful.

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Of the 5 agency appointments, just one is in the North of England and that’s All Response Media. Its Leeds office is managing and tracking TV and radio media planning and buying.

The rest are based in South East, with Sparkler leading on strategy and brand architecture; production companies Yonder and Dancing Aardvarks working on the ads and branding; and We Draw Pictures implementing the new branding online and enhanced site-wide user experience.

The major spend on marketing is to reinforce the companies’ position as providers of choice for NHS repeat prescriptions and over-the-counter products. The merged business has a shared customer base of more than 1.5m.

Currently the brands operate independently, with Pharmacy2U.co.uk focusing on NHS repeat prescriptions and online doctor services, while  ChemistDirect.co.uk delivers pharmacy products to the door.

“The merger of Pharmacy2U.co.uk and ChemistDirect.co.uk has provided an opportunity to introduce new digital services to millions of people who want more convenient repeat prescriptions and over-the-counter pharmacy products,” explained chief marketing officer, Maya Moufarek.

“Our new branding strategy aligns more closely Pharmacy2U.co.uk and ChemistDirect.co.uk while highlighting the differentiation of the products and services they provide.