Hunter & Gather Challenges the ‘Big Boys’ with Its First 6-Figure Brand Marketing Campaign

Hunter & Gather, the ancestrally inspired lifestyle brand whose award-winning real food and supplements products can be found on the shelves of retailers including Tesco, Ocado, Holland & Barrett, Whole Foods and Selfridges, has unveiled its first ever six-figure marketing campaign aimed at challenging the ‘big boy’ food brands on their ingredient integrity and educating shoppers about real foods and the need for change.

Launching on 23rd October, the out of home (OOH) ads form part of Hunter & Gather’s new ‘Now We Rise’ brand marketing campaign, aimed at introducing the brand's ethos of encouraging consumers to get back to natural living.

The OOH ads, which have been developed by London-based creative agency Insiders, feature Hunter & Gather ketchup, mayonnaise, collagen and electrolytes - such as its 100% Avocado Oil Mayonnaise which launched in Tesco in May 2024, next to a cleverly concealed yet still recognisable equivalent, with each ad challenging the use of unnecessary seed oils, refined sugar and artificial ingredients.

For example, the ketchup advert compares a typical tomato sauce with Hunter & Gather’s refined sugar-free Ketchup, using the slogan ‘It has to be…refined sugar free’. The mayonnaise ad features a regular jar of mayo on a recognisable yellow background with a blue logo that says ‘Bring out the… Real Food’, a reference to the fact Hunter & Gather’s 100% Avocado Oil Mayonnaise contains no seed oils, unlike other mayo brands. Other hard-hitting campaign messages include: ‘We’ve got beef with artificial ingredients’; ‘The food industry is faked up – it’s time for real food’; and ‘The food industry is faked up’. 

Hunter & Gather worked with global brand communications agency Manifest on the Now We Rise platform.

Comments Amy Moring, co-founder of Hunter & Gather: “We’re super excited to see our new, hard-hitting brand campaign go live and we hope it will challenge people’s - and brands’ - thinking on what constitutes real food and whether we should be putting things like refined sugar, chemical preservatives like EDTA and seed oils into our bodies on a regular basis.

“As a challenger brand, we’re not afraid to stick our heads above the parapet and question the big brand players in our industry. We want to educate people on how to rise above the noise and to eat and live more naturally – the Hunter & Gather way.” Adds Thom Nowell, recently appointed new marketing director for Hunter & Gather: 

“Our new brand platform and campaign is focused on driving the next stage of Hunter & Gather’s growth. With so much misinformation and quick-fix solutions out there, we know that many people feel confused and disconnected about how to improve their health.  Hunter & Gather is here to offer a different path, empowering people with the tools they need - through product, education and community - to cut through the noise and take back control.

“Now We Rise gives us the perfect platform to simplify our messaging as a cross category brand and connect with those searching for real solutions from a brand they can trust to help them rediscover the benefits of a return to natural, healthier living.”

Specifics of the campaign include out of home media across impactful central London digital screens, billboards and fly posters.  Hunter & Gather has also created a new hero brand film which will be pushed to millions of people via the new ‘Meta moment maker’. It will also undertake the brand’s biggest brand-led ambassador campaign to date.

In addition, there will be a new series of organic content debunking health myths, highlighting misinformation and showcasing Hunter & Gather’s product transparency.  There is a new Now We Rise hub on the brand’s website offering personalised content, education and product recommendations based on each individual’s health goals.