Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents.

Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of high-achieving kids in action.

The content pieces are rolling out across social media channels, a new media direction for Kids Smart to embark on.

Mary Buchan, marketing manager at Nature’s Way, said: “Kids Smart is the market leader in kids’ supplements and is all about growing healthy kids.

“Working with Wavemaker and Storyful, we have found an authentic and emotive way to demonstrate the role supplements play in the lives of little people with big ambitions.”

Shivani Maharaj, head of innovation and partnerships at Wavemaker, said: “Brands in this category have a history of focusing on the functionality of the product while communicating in a rational way.