LaRue made this bubbly wellness company a household name—with 14 billion media impressions, to be exact.
You already know Health-Ade kombucha, but here’s a refresher (get it?): founded in 2012 by husband-and-wife duo Daina and Justin Trout, along with their best friend, Vanessa Dew, the multi-million-dollar business now retails in over 50,000 stores, including Whole Foods Market, Target and Trader Joe’s.
In 2019, Health-Ade brought us on to launch a public relations and media strategy that would elevate the kombucha category above the wellness fray. The brand wanted to educate consumers on gut health, bring attention to their executive team, and—of course—drive sales.
Heath-Ade by the numbers
year partnership with LaRue
media impressions secured in top-tier outlets
stores now carrying Health-Ade nationwide
It’s hard to remember a time when kombucha wasn’t in every grocery fridge, but it was still a niche category when Health-Ade was founded. That’s why they hired LaRue: to create a large-scale, viral campaign that debuted Health-Ade —and kombucha itself—to the media and to consumers. We knew the founders had the opportunity to be industry zealots, so we also focused on a business-to-business approach that gave them the airtime they deserved.
Our Multi-Pronged Approach
Through key relationships, LaRue has helped Health-Ade grow its fanbase to include influencers and celebrities like Eva Chen and Tess Holiday. We also leveraged celebrity sightings with the likes of Ashley Graham, Kendall Jenner, and Justin Bieber to secure key mentions for Health-Ade in mainstream media.
Expert Press Pitching & Interviews
To cement their leadership 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 and establishing her as a thought leader in the industry.
Press Mailers & Activations
Mailers are vital to gaining media attention from journalists and influencers alike, so we focused on the brand moments that would drive the most impact. These included themes like Dry January and National Kombucha Day, leading to viral mentions across social media and press.
Our longstanding partnership with Health-Ade has been game-changing for the company’s brand awareness and leadership reputation. Not only have we launched multiple new SKUs and flavors with them, we’ve guided them through a crucial business milestone when they were acquired by First Beverage Group. The timing couldn’t have been better: 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 with Health-Ade, LaRue 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. Health-Ade went from a distribution of 20,000 stores to 50,000 stores nationwide.
Everyone I’ve worked with at LaRue—and I mean the WHOLE team—have been awesome partners to me and to Health-Ade. LaRue hustles, they don’t waste our time or money, and they are pros at getting incredible placements and opportunities for our brand and executives. It isn’t easy to find a public relations firm you want to stick with year after year, but we keep re-signing with LaRue because they keep bringing the fire and creativity to make us stronger + better. We truly have no complaints!