Case Studies

BACKGROUND

Founded in 1912 by health pioneer Paul Bragg and led for decades by his adopted daughter Patricia, Bragg is an OG in the health and wellness industry. Now best known for its iconic apple cider vinegar, the brand was ahead of the curve on many wellness trends that are mainstream today, from plant-based eating to fermented "live" food.

And yet, not unlike the intensity of its ACV, which millions of people drink as part of a wellness routine, Bragg has always been a quirky, unapologetic brand that, frankly, is not for everyone. Given that situation, the brand had two options: smooth out its edges to better match the Hollywoodization of wellness culture, or own the "weirdness" embedded in its DNA. We chose the latter.

APPROACH

• Led the Bragg team through an agency search, leveraging consumer insights to create a compelling campaign brief.

• Recommended agencies for creative and media planning, and oversaw their on-boarding.

• Oversaw the development of the creative campaign and media plan, including decisive input on nearly all creative executions and every paid media tactic.

DELIVERABLES

• A new agency of record that uniquely understood Bragg.

• An entirely new brand voice that is raw, unfiltered, quirky, and funny.

• A new integrated marketing campaign built around the compelling tagline, "It’s not weird if it works."

RESULTS

• 268M campaign impressions from campaign launch through June 27, 2024

• +89% average overdelivery above CPG benchmarks for CPC, CTR, VCR and CPV across Meta and YouTube

• +49% increase in engaged sessions on Bragg.com YTD vs. June-Dec 2023 with flat budget

• 5.64x average ROAS for retailer media and Instacart

• Strongest social media metrics in the company's history

• Re-energized the Bragg team behind the brand, creating excitement about how the brand shows up, from the staff to the board of directors.