LONDON—Reckitt Benckiser has hired GolinHarris London to handle the UK launch of the company's first foray into the food supplement sector.

GH secures the assignment for MegaRed Omega-3 Krill Oil following a competitive pitch. The firm is charged with developing a PR campaign that highlights the role of omega-3 for optimum heart health, supported by celebrity brand ambassador Gabby Logan.

Additionally, a cross discipline expert panel will involve media medic Dr Ellie Cannon and celebrity fitness trainer, James Daly, in activities encouraging the core target audience of 45+ women to take a more proactive approach to staying heart healthy. 

Reckitt healthcare marketing director Mark Pearson said that the UK launch hopes to replicate the success of MegaRed in the US, where it is the number one omega-3 supplement. "The UK launch of MegaRed marks Reckitt Benckiser’s first move into the vitamins, minerals and supplements category," said Pearson. "GolinHarris demonstrated profound knowledge and experience and we are delighted to have the team on board."

The win follows the launch of GolinHarris' healthcare practice last year, following the 2012 acquisition of Virgo Health.