Dairy-Free Drink and Cereal Brand Rude Health Appoints Who Wot Why to Create New Campaign

Leading dairy-free drink and cereal brand Rude Health will unveil a new OOH campaign today, which will see it launch a new creative platform that will run throughout 2024 as it embarks on an ambitious growth drive. The work was conceived by creatively led independent studio Who Wot Why, which was appointed to the launch in a multi-agency pitch.

The outdoor campaign, which will go live today and run across 96, 48 and 6 sheets in London and the Southeast, seeks to recruit hundreds of thousands of new shoppers to purchase their first carton of Rude Health’s plant-based drinks. The campaign aims to promote the brand’s key messaging that the healthy choice should be a celebration not a sacrifice, while the campaign’s strapline ‘Drink life to the full’ is designed to appeal to those who want to be in the rudest health but still get the most out of life.

Following a package redesign by Rude Health, the campaign will be the first to feature the new branding, and will include the brand’s iconic red lips. It is expected to be followed by further executions across various channels, including print and PR activations, next year.

Since launching in 2005, Rude Health has experienced exponential growth. It is a recognised B Corps and has won 29 Great Taste awards since 2020. The brand first launched with its muesli range, to prove that it was possible to create products that were nutritionally healthy but tasted great, all with ingredients you could find in your kitchen. It was subsequently one of the first brands to enter the dairy-free drinks space, which now accounts for the bulk of its business.

Advertising, film and production studio Who Wot Why, whose clients include Sky Vegas, Spotify, Amazon Prime Video, Moju and recent win Garrard, was founded in 2016 and is creatively led by Sean Thompson and Matt Gooden. The duo have won many of the industry’s most coveted awards including the Cannes Grand Prix, Cannes Titanium, Cannes Golds, D&AD Black pencils and numerous Silver pencils.

Sam Maguire, head of marketing at Rude Health, said: “We want to make Rude Health the most salient brand in the supermarket plant-based drinks aisles. We’re a premium brand, reflecting our quality (we’re organic), taste (we have won 29 Great Taste awards since 2020) and sustainability focus (we’re a B Corps), so we need to work extra hard for this. Our dairy-free drinks are our bestselling products and we’ve experienced fantastic growth since launching the company, but now it’s time to take it to the next level. We have a brand that people love and an appetite and opportunity to grab attention with the best creative. Hence, we’re thrilled to be partnering with Who Wot Why – some of the most decorated creatives in the business.”

Sean Thompson, executive creative director and co-founder at Who Wot Why, said: “We love the attitude of the Rude Health brand; we believe in its founders’ vision. Rude Health is a force for good that doesn’t compromise, and neither do we. We can’t wait to launch this platform idea and to use it to shake up this hugely competitive category.”