Citizen Relations Named PR Agency of Record for Nature’s Path North America

Global PR agency Citizen Relations has been appointed Nature’s Path Organic Foods’ new PR Agency of Record for North America. Following a successful 2024 campaign in Canada, the organic foods pioneer has brought the award-winning integrated agency on board for a 2025 relaunch into the US market.

This partnership brings together Nature’s Path’s purpose-driven brand with Citizen’s integrated communications expertise, including PR, Experiential and Creative & Strategy specialties. Citizen is ready to ignite brand awareness across North America, bringing to life the brand's compelling message: "Nature makes it good, Nature’s Path makes it taste great."

"This is a great example of testing a potential relationship with a project," said Josh Budd, Citizen’s chief creative officer. "Our 2024 work on the Canadian Summer Bummer campaign for Que Pasa built the bridge for where we are today as AOR across a delicious product portfolio. We're ready to take that momentum and unleash the full potential of these amazing brands across North America.”

As the largest breakfast and snack food company in North America, Nature’s Path has led the organic foods industry for the past 40 years, with a commitment to “leaving the earth better than we found it”. In addition to Nature’s Path cereals and granolas, their brands include Que Pasa, Love Crunch, Anita’s Organic Mill, EnviroKidz and Love Child.

Citizen will spearhead Nature’s Path’s masterbrand relaunch in the US, along with an activation event in May and always-on PR. This will include media relations, creative brand strategy, experiential marketing and influencer collaborations.

“We’ve experienced first hand the impact Citizen enabled through their fully integrated approach,” said Nature’s Path director of marketing services, Sasha Bricel. “Our values and goals are aligned - to create something truly meaningful - and we’re excited to see how this partnership will grow and reach new heights.”

Most recently, Citizen was named the PR AOR for Nespresso Canada and won Global PR Agency of the Year - Bronze at Campaign’s AOY Awards in 2024. The agency has seen success with award-winning campaigns at the 2023 Cannes Lions and PRovoke Media’s 2025 Innovation SABRE North America Awards.