The Lucre Group appointed by BetterYou to drive PR and communications strategy


Natural health brand, BetterYou, has appointed search savvy PR, social media and content agency, The Lucre Group, to handle its UK PR and campaign strategies. This latest win further strengthens the agency’s rapidly growing health and wellbeing sector, which already incorporates the likes of Cauldron Foods, The 1:1 Diet by Cambridge Weight Plan, The Kusnacht Clinic, and Comvita.

Lucre will be supporting BetterYou with the launch of many new product ranges along, communicating its sustainability strategy and managing their influencer marketing programme. Founded in 2006, BetterYou specialises in the pill-free supplementation of nutrients that have become underrepresented or simply omitted due to our modern diet and lifestyles. The multi-award-winning brand was the first company in the world to develop a topically applied magnesium and nutritional oral spray. From 2019, BetterYou has also committed to using 100 per cent recycled or carbon-negative plastic as part of their environmental initiative, the Better Planet Project.

BetterYou’s pioneering approach has not gone unnoticed and it has recently received the Innovation Award at the Queen’s Award for Enterprise 2021. The British brand’s commitment to developmental science and absorption research has led them to partner with some of the finest research institutions in the world including the universities of Cardiff, Ulster and Sheffield, St Mark’s Hospital in London and Sandwell and West Birmingham Trust.
Andrew Thomas, Founder and Chief Executive at Better You, said: “The Lucre Group was already known to us, and the natural choice when we were looking for external agency support. Their innovative and creative style matches that of our team and acts as a natural extension to our own. With so amazing developments in our company, extensive NPD and our continued sustainability strategy, the expertise of The Lucre Group will ensure our story is seen, heard and engaged with.”

Tamarind Wilson, Co-founder and Director of The Lucre Group, added: “The BetterYou product range is amazing, highly topical, and hits a real sweet spot in the wellbeing space. With more exciting NPD on the horizon, as well as an amazing sustainability ethos, the entire team is excited at the prospect of working together.”