NATURE’S WAY / BRAND CAMPAIGN
INSPIRING FAMILIES TO MAKE THEIR WAY TO WELLNESS
Nature’s Way turned to our team at Publicis Hawkeye (now Razorfish) to build upon the success of the farmer-focused “Let’s Grow Together” campaign we’d developed together the previous year. The ask was to carry over the same emotive tone, while highlighting the flip of the farmers’ stories: the well-lived lives of the people taking Nature’s Way supplements.
We recognized the end result of age-old farming methods and thorough ingredient sourcing was an effective product that empowered people to take wellness into their own hands—a message that rang especially true in 2020. Running with this foundation, we crafted a campaign that married beautiful language with inspiring visuals centered around real families, in a way that allowed us to flex to fit our range of products (Sambucus Relief, KiDS, and Elderberry).
These real stories had real results: the campaign helped grow yearly revenue for Nature’s Way by 400%.
Role:
Copywriting
Creative Direction
Setting the Tone
As always, we started with a concept, moodboard, and manifesto to ground the work—ensuring all key products and Nature’s Way brands felt at home under the same campaign umbrella.
This goes out to those who’ve made the choice to own their unique wellness journey.
To look inward, claiming their path as theirs, and theirs alone to define.
To those who see health as a gift, to both their present and future.
We see you. We understand you. We know the road ahead may be filled with twists and turns, but that’s why we’re here to support you.
To be your dedicated partner on this journey toward better.
It’s why we do what we do.
Why we go to the ends of the earth in search of the purest ingredients.
Why we innovate endlessly and test rigorously, to go beyond what’s expected to deliver what’s essential and best for you.
You’ve got standards, expectations, and Nature’s Way® is here to help you see those through as you Make Your Way to wellness.
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.
Team
Creative Director: Greg Akouris
Senior Art Director: Winnie Hefner
Copywriter: Odun Ishola
Producer: Annie Varberg
Featured Work
Production House: Picture North
Director: Martin Rodahl
Executive Producer: Neha Schultz
Videographer: Simeon Pratt
Photographer: Kyle Monk