Nature's Bounty Co.'s namesake brand is playing a leading role in Walgreens' "Get healthy here" campaign kicking off the new year.

Themed endcaps promoting Nature's Bounty vitamins and supplements tout a BOGO offer for Balance Rewards cardholders as well as mobile access to complementary coupons via Walgreens' Text2Clip program. Cardholders who text "NBVITAMINS" to an SMS short code clip related coupons to their loyalty accounts (since their mobile numbers are tied to the accounts).

Additionally, a feature in the retailer's January coupon book uses the "Get healthy here" theme and promotes the BOGO deal, which is valid Dec. 31 through Jan. 27. Also, Dec. 31 and Jan. 7 circular features promoted the BOGO offer.

The retailer enlisted support from a plethora of manufacturers for the overall campaign, which encourages consumers to "Take small steps to feel your best." A dedicated "Proactive Wellness" landing page on walgreens.com supports the campaign and carries links to various "health resources" as well as "shop now" links for related product categories. 

GlaxoSmithKline's NicoDerm, Kellogg Co.'s Special K and private labels Nice and Well at Walgreens are among the participating brands.

Walgreens stepped up the "Get healthy here" campaign as 2018 began after having used the theme previously throughout 2017.