Rude Health is launching its largest ever integrated marketing campaign, backed by a £1m investment.
Running for 18 months over 2026 and 2027, it is the first since the plant-based brand was acquired by Oddlygood Group in 2024 and will focus on consumers concerns about ultra-processed foods.
Rolling out across digital, retail, out of home, influencers and PR, the campaign was designed to attract younger consumers worried about UPF plant-drinks, it said.
Pointing to a survey of 2,000 UK adults, over half (53%) of consumers who stopped drinking plant-based drinks said they would be likely to go back.
“As the category matures, there’s a real opportunity to bring in a new generation of shoppers, whilst also reactivating lapsed shoppers, by bringing joy back to healthy eating,” said Rude Health head of marketing UK and international Katie Simpson. “Importantly, Rude Health has the credentials to deliver this authentically with its combination of brand personality and continued focus on great taste and natural ingredients.”
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