Vitabiotics has launched its latest TV advert in the UK for its pregnancy supplement brand, Pregnacare.

As a result, the 30-second creative, directed by One Represents photographer and director Billie Scheepers, follows the emotional journey of a family embarking on their second pregnancy, sharing their enthusiasm with their firstborn daughter.

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Produced in collaboration with full-service boutique agency 3Sixty Creative, the first burst of this new ad campaign will feature on major TV channels such as Channel 4, E4, ITVX and Sky.

This will run alongside an extensive, ongoing marketing presence with parenting and lifestyle press, online and sampling activity, as well as outdoor advertising.

Vitabiotics CEO, Tej Lalvani, said: “Vitabiotics Pregnacare has been a cornerstone of safeguarding maternal nutrition for over three decades and is the brand most recommended by midwives and most trusted by mums.

“Our new TV advertising campaign aims to capture the emotional journey of pregnancy while highlighting the important role Pregnacare plays in supporting expectant mothers throughout every stage.

“We’re proud to continue our legacy of providing caring, expert nutritional support to growing families, both across the UK and internationally.”

Scheepers added: “Our aim with this campaign was to capture the authentic essence of the pregnancy journey, showcasing the profound moments that expectant families experience.

“Through our creative direction, we aimed to demonstrate how Pregnacare supports expectant mothers every step of the way, ensuring a holistic approach to maternal health.”