Birdy Grey

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Today, the multi-million-dollar business retails in 45,000 stores, including Whole Foods Market, Target and Trader Joe’s. When we first started working with Health-Ade in 2019, we were tasked with executing a public relations and media strategy to bring stronger visibility to the kombucha category. The brand wanted to drive sales, educate consumers on gut health, and bring attention to their executive team via thought leadership profiles.

Though kombucha is a competitive category now, Health-Ade was the first to revolutionize this ancient beverage. LaRue PR knew we had to create a mass awareness campaign that introduced Health-Ade — and kombucha itself — to the mainstream media and consumers to make it trendy and viral. Since we knew the founders had the opportunity to be industry zealots, we also focused on a business-to-business approach to give them the facetime they deserved.

Celebrity Engagement

Through key relationships, LaRue PR has helped Health-Ade grow its fanbase to tastemakers and celebrities alike, including Eva Chen, Tess Holiday, more. We also leveraged celebrity sightings with Ashley Graham, Kendall Jenner, Justin Beiber and others to secure key mentions for Health-Ade in mainstream media.

Expert Press Pitching & Interviews

To cement their leadership seat in the wellness space, we crafted unique story angles to enlighten consumers on how the gut affects the whole body. Part of this approach was leveraging expert insights from Daina Trout, establishing her as a thought leader in the industry.

Press Mailers & Activations

Since we know how vital mailers can be to gain social media attention from journalists and influencers alike, we focused on the brand moments that would drive the most impact. These included themes like Dry January, National Kombucha Day, and more, leading to viral mentions across social media and press.

Our longstanding partnership with Health-Ade has improved and strengthened its brand awareness and leadership. Not only have we helped them to launch multiple new SKUs and flavors, but we were able to guide them through a crucial business milestone when First Beverage Group acquired them. The timing couldn’t have been more perfect either: when Google searches for “gut health” were at an all-time high, we were able to seize the movement to make Health-Ade the brand synonymous with kombucha.

Over 3 years of working together, LaRue PR secured more than 14 billion media impressions in top-tier outlets including Forbes, Fast Company, Inc, Adweek, The Kitchn, E! Online, Marie Claire, Prevention, Eat This, Not That!, Well + Good, Women’s Health, Men’s Health and more.
At the start of our partnership, Health-Ade was available in 20,000 stores. Now, they’re in 45,000 stores nationwide.