Humanaut Gives Garden of Life’s Vitamin Code Gummies the Michelin Star Treatment

Advertising agency and brand production studio Humanaut has created two videos to support the launch of client Garden of Life’s Vitamin Code gummy products. Garden of Life is the #1 brand in the natural products industry.

The agency created two 15-second spots that will begin airing August 14th, one for the brand’s Women’s Multivitamin and the other for its General Multivitamin. Each is set in a chef’s kitchen to give viewers the impression that they are preparing a meal using the best ingredients at a top restaurant. The delicacy - and deception - is revealed when a dome is removed from the serving tray, and we see smoke wafting off a pair of well-placed vitamins.

“No one takes vitamins for the taste, so to make that the focal point of your campaign is already bold,” said Humanaut creative director Emily DeMario. “And when you mix flavour with the quality Garden of Life is known for, that gives you permission to do something truly breakthrough - like treating vitamins as if they’re Michelin-starred food.” 

The sole purpose of Garden of Life is to provide its consumers with the tools necessary to achieve extraordinary health by offering clean, traceable, clinically studied ingredients in the most sustainable way possible. Garden of Life is uncompromising when it comes to producing products that are all about what goes into them and what they keep out. You won’t find synthetic ingredients, artificial flavours or colourings, binders, or fillers in their products, and everything the company makes is organic. All of this adds up to them continuously delivering on their promise of 'Empowering Extraordinary Health.'

“We want people to know that these gummies are backed by the same superior formulation and clean ingredients Garden of Life is known for while also being genuinely delicious,” said Vanessa McPhill, director of media and insights for the brand. “Humanaut helped us distil this messaging in a way that’s interesting and provocative, and the final result is a high-energy campaign that’s true to the Garden of Life brand.”

The ads will stream on Amazon, Hulu, Roku, and YouTube.