Supplement Company Gaia Herbs Extends Invitation to Food and Drug Administration

Gaia Herbs, a leading herbal supplement company, has tapped Baldwin& to grow an innovative multi platform campaign that highlights its unwavering commitment to creating supplements the right way, ensuring the potency and integrity of its herbs - by extending a sincere invitation to the Food and Drug Administration (FDA) to visit its facilities any time. 

And they do mean anytime.

The integrated campaign, featuring real employees at work at Gaia’s headquarters in Brevard, NC, takes viewers through every step of the production process.

“When you work as hard as Gaia does to create supplements the right way, you don’t have anything to hide. From its farm to its lab and its factory, Gaia is proud to share its meticulous care to ensure the highest standards of quality and potency,” notes Mitch Bennett, executive creative director at Baldwin&. “We had some fun with the idea of not only opening Gaia’s doors to FDA inspectors, but reserving a parking spot for inspectors too.”

FDA invitation campaign elements include 60-sec video as well as a website that feature Gaia experts like Kate Renner, Farm Operations Manager, and Tim Murray, Ph.D, Director of Quality Control who allow the viewer to peer into Gaia's operations and values. In addition, a full-page ad will appear in the New York Times, accompanied by thought leadership by Gaia Herbs CEO, Jim Geikie. 

“Our research shows that consumers are confused about how to assess product quality and think that all herbal supplements are essentially created equal. This is simply not true,” said Jim Geikie. “For 35 years, Gaia Herbs has valued transparency and welcomed scrutiny of our rigorous processes and intentional methods. This invitation to the FDA dramatizes that commitment and helps to inspire consumer confidence and trust. We salute the FDA for their vital regulatory role as we do other industry watch-dogs who exist to protect our consumers.”