Hain Celestial Group Names MullenLowe PR as PR Agency and RED as Media Agency
Hain Celestial Group, whose purpose is to inspire healthier living for people, communities and the planet through better-for-you brands, has named MullenLowe PR (MLPR) as its new Public Relations agency of record and RED as its new Media agency of record for North America. The new partnership combines Hain’s product portfolio and comprehensive understanding of the health and wellness landscape with the strategic and creative expertise of these leading agencies. The recent appointments are designed to propel Hain Celestial to new heights, by connecting with today’s better-for-you consumers in meaningful and culturally relevant ways.
"We are on a transformative journey to redefine the better-for-you space, making healthier living more accessible to more people. Our partnership with RED and MLPR will elevate this strategy, infusing fresh energy and innovative thinking into our brands. To win with consumers, we must connect with them meaningfully and ensure we are first to mind and first to find whenever and wherever they shop," said Chad Marquardt, president of North America at Hain Celestial Group.
To select the best agencies that could service Hain Celestial’s diverse portfolio of brands and consumer base, the company conducted a comprehensive search, seeking agencies with proven success in navigating the dynamic media landscape and crafting compelling narratives that breakthrough in the increasingly competitive better-for-you space.
RED was appointed Hain Celestial’s Media agency of record, across its full portfolio of brands, given its media expertise and agile work style. The breadth of the agency’s core commerce capabilities and strength in retail media were particularly impressive. Born out of the IPG Media Lab, innovation is in their DNA and the team strives to solve old problems in new ways. With full access to IPG Mediabrands data, tools and partners, RED’s ability to seamlessly integrate planning and activation across various channels for 'attention-getting' impact was key to securing the business.
“Our clients appreciate our relentless pursuit of innovation and experimentation,” said Chad Stoller, CEO, RED. “For Hain Celestial, we combined a personalized team with a data-driven approach that identified untapped opportunities and brought unique solutions to the forefront, making us the perfect partner for the company’s evolving media strategy.”
MLPR was chosen to elevate Hain’s portfolio of brands for the group’s unmatched expertise in earned media and influencer relations, and deep understanding of the brands’ target audience of young, health-conscious families. The team's passion, curiosity, and attention to detail, from consumer insights to industry trends, impressed Hain Celestial throughout the decision-making process.
MLPR’s roots in food and beverage span nearly 50 years. Today, their food, nutrition and wellness teams include industry veterans with decades of experience on additional food, beverage and retail brands. They have a long history of helping their clients navigate the media landscape to tell impactful stories that are important to their businesses and meaningful to consumers.
“Hain Celestial has embarked on an impressive journey to define its unique take on inspiring healthier living through better-for-you brands and we’re excited to be an integral part of how that comes to life through earned media,” said Kalley Jolly, executive director, MLPR. “As a full-service PR agency, embedded in a global creative network, we're uniquely positioned to develop creatively-driven storytelling moments, rooted in consumer and cultural insights, to produce meaningful impact for the Hain portfolio of brands.”
