NATURE’S WAY / INTEGRATED BRAND CAMPAIGN
Transforming ingredient sourcing into a wellness empowerment story
The Challenge
Following the success of Nature's Way's farmer-focused "Let's Grow Together" campaign, we faced a sophisticated challenge: maintain the emotional resonance and authentic tone that worked for “Let’s Growth Together”, while completely flipping the narrative focus from farmers to families—highlighting the well-lived lives of the people actually taking Nature's Way supplements.
-
Associate Creative Director
with copy support -
Creative Director: Greg Akouris
Senior Art Director: Winnie Hefner
Copywriter: Odun Ishola
Producer: Annie Varberg
Production House: Picture North
Director: Martin Rodahl
Executive Producer: Neha Schultz
Videographer: Simeon Pratt
Photographer: Kyle Monk -
400% increase in yearly revenue
The Opportunity
Rather than seeing this as a constraint, we recognized an opportunity to complete a brand story circle (from source to impact; farm to family wellness outcomes) during a time when staying well was a primary focus of so many families.
The Core Insight
We recognized that the end result of age-old farming methods and thorough ingredient sourcing wasn't just quality ingredients—it was empowerment. The ability for people to take wellness into their own hands. This message rang especially true in 2020, when families needed to feel agency over their health and well-being more than ever.
This insight became our creative North Star. Instead of talking about supplements, we would talk about personal agency. Instead of focusing on ingredients, we would focus on the confidence that comes from making informed wellness choices. The strategy was to position Nature's Way not as a supplement company, but as a partner in personal wellness journeys—meeting families where they are, not where traditional pharma advertising assumes they should be.
Execution
The Flexibility Challenge
How do you create one campaign that authentically flexes across Sambucus Relief, KiDS products, and Elderberry—each with different audiences and use cases?
Our Solution: We built a modular creative system centered on "personal wellness journeys" that could adapt to life stages and needs while maintaining consistent emotional territory.
The Authenticity Challenge
In a category filled with clinical messaging and stock photography, how do you break through with genuine human connection?
Our Solution: We used real families in real moments, focusing on the confidence and empowerment that comes from making informed wellness choices, not just product benefits.
The Timing Challenge
How do you capitalize on 2020's heightened wellness awareness without being opportunistic?
Our Solution: We focused on empowerment and personal agency—universal themes that felt especially relevant during uncertain times without explicitly referencing the pandemic.
Product Portfolio: Our first batch of TV spots and cutdowns needed to focus on key products and brands in the family, including Umka, Sambucus, and KiDs.
Sambucus: Sambucus was a major push in 2020, as Elderberries had become more well known for their immunity-boosting properties. We jumped on this momentum with spots that connected the brand to lifelong wellness, in addition to developing cutdowns that focused specifically on Sambucus Relief.
KiDs: KiDS was the newest brand in the Nature’s Way portfolio, yet highlighting their products (and benefits) was effortless within the holistic, family-centric approach of the Make Your Way campaign.
More Featured Work