Find Salvation as Sakara Enters the Supplement Space

Sakara is announcing its foray into the luxury supplement space with a new campaign titled, 'Save Me, Sakara.' A marked shift from its culinary roots, the campaign repositions Sakara as the go-to brand for trusted supplements made of the highest quality nutrients with whole food ingredients. 

The self-deprecating spots feature a 'confession' setup with women asking Sakara for salvation. In the :30 anthem film, two women kneel before mysterious dark shapes (subtly shaped like the product), pour out their hearts, and pray for gleaming insides, rebirth and, more specifically, to ‘set my ass to burn.’

The confessions are tongue-in-cheek admissions of the kind of problems we all have (and expect supplements to save us from). These include relatable behaviours like scrolling for hours, overthinking, and concerns about having ‘stinky old cells.’ Each person seeking forgiveness is activated in some way by the mysterious floating silhouette, which is then revealed to be one of Sakara’s range of products.

Four 20-second spots accompany the campaign, showing women confessing to everything from succumbing to caffeinated temptation to needing help with ‘metabolic mastery.’

Tierney Wilson, chief marketing and digital officer, Sakara said, “We didn’t want to tell women how they should feel or promise them unattainable perfection. Instead, we’re offering a campaign that understands them – their high expectations, high standards, and most of all their sense of humour.”

Thom Glover, founder and CCO of American Haiku said, “We wanted to create a campaign that felt ultra-luxe while also speaking to women in the same way they talk to their friends. The ‘confessions’ are tongue-in-cheek admissions of the kind of transgressions we all commit at one time or another, and expect supplements to save us from. ‘Save Me, Sakara’ taps into a real need but delivers it in a fun, self-deprecating way.”

'Save Me, Sakara' signals a strategic pivot, introducing the brand’s first foray into supplements with an entirely fresh tone. The campaign is live this week across CTV, paid social, podcasts, and print.