Footcare brand Scholl has appointed Total Media to help target younger audiences across the UK and international markets.

Total Media said it would using its “behavioural insight-led approach” to “drive category and brand approach”.

“The brand sees an opportunity for growth in the younger audience groups (35 plus), with a focus on positioning the brand into the wellness category, which is a booming $4.9bn market on track to deliver 10% growth on an annual basis,” said Total Media.

The media agency won the account in a competitive pitch, managed by intermediary Eley Consulting. The incumbent agency was Zenith, which was invited to repitch but declined.

Total Media will manage a multimedia campaign across Scholl’s top six markets, and further distributor markets, using TV, BVOD, social, search and programmatic.

A TV campaign will debut on on the coronation bank holiday (8 May) in the UK during Coronation Street.

“Together, [the campaign elements] will address two behavioural barriers; getting more people to pre-emptively care for their feet and getting more people with an issue to treat their feet,” a spokesperson for Total Media said.

The move comes after Iris was appointed as creative agency for Scholl in March, following a three-way pitch, with a brief to “provoke a customer reappraisal”.

Tom Laranjo, the chief executive of Total Media, said: “Total Media recognises Scholl as a leading wellness brand and we’re delighted to have been selected to help them step into new territories with this exciting campaign. We can see huge potential for them to tap into younger audiences and we’re looking forward to working alongside the team at Scholl to make this happen.”

Kate Godbout, chief marketing officer at Scholl, said: “We’re so pleased to have Total Media as our chosen agency to drive our new campaign, to help raise awareness about preventative care. We’re passionate about preventing long-term treatment but in order to do this, we need to reach the 35-plus demographic. We’re looking forward to working with Total Media to make this possible.”

This article originally appeared on Campaign US.