Gaia Herbs made a charming series of ads with its top farm and lab employees (oh, and Gisele)

Baldwin&’s new campaign positions the product as ‘the hardest-working herbs on earth’

Published On
Oct 02, 2023
Kate Renner and Tim Murray of Gaia Herbs doing an "American Gothic" post in one of the company's new ads

Editor's Pick

Employee testimonials can be hit or miss, but Gaia Herbs and Baldwin& absolutely nail it with their new campaign—a series of videos featuring Kate Renner, the company’s farm operations manager, and Tim Murray, its director of quality control.

As is often the case with employee spots, Kate and Tim aren’t what you’d normally think of as onscreen talent. But that’s what makes the spots so charming. They bring their full herbal nerddom to the proceedings, and with the help of sharp copy from the Baldwin team, they make their pitch with a wryness and approachability that’s very appealing. (This warmth and humanness is a particular asset in the supplements industry, where trust and provenance can sometimes be murky.)

Below is the hero :60. The campaign’s title is “The Right Way,” and an additional theme is, “The hardest working herbs on earth.” The directors were Ben/Dave of Community Films.

 

“The idea came from meeting the people at Gaia,” Mitch Bennett, executive creative director at Baldwin&, told Ad Age. “They take such pride in making the most potent products, and if that means doing things the hardest way possible that literally no one else does, there’s no question they’re going to do it. These videos are very true to who they are as a company.”

Separately, Gaia is also releasing a celebrity-driven campaign featuring Gisele Bündchen, who has been using Gaia Herbs for more than 20 years, according to the company. The first spot with the supermodel is below, directed by Nino Muñoz. There will be three other vignettes and a supercut with Gisele in the coming months.

 

“Gisele’s herbal supplement routine is a critical component of her overall wellness philosophy, which she says is why she feels better now in her 40s than she did in her 20s,” said John Feeney, CMO at Gaia Herbs. “Gisele is the manifestation of agency, and we are thrilled to partner to help share her wellness journey. Gisele also shares Gaia Herbs’ core values of purity, potency, transparency and sustainability, and that’s what makes this partnership so special.”

This most recent communications push began at the end of the summer when Gaia extended an invitation to the U.S Food and Drug Administration to visit. (That effort included a full-page ad in The New York Times.) The company announced its partnership with Gisele soon after.

Below, check out more from the series with Renner and Murray.

 
 
 
 

Credits

Date
Oct 02, 2023
Client :
Gaia Herbs
Agency :
Baldwin&
Production Company :
Community Films
Director :
Ben/Dave
Executive Producer :
Lizzie Schwartz
Executive Producer :
Carl Swan
Producer :
Erin Malloy
Director of Photography :
Jim Frohna
Editorial :
Nomad
Editor :
Dan Maloney
Assistant Editor :
Jon Baum
Producer :
Val McAndrews
Colorist :
Colin Travers
Mixer :
Weston Fonger
Mix Producer :
Angelina Powers
Flame :
Steve Morris
Flame Assistant :
Rachel Prettyman
Finishing Producer :
Ben Williams
Graphics :
Gabriel Reyes
Director :
Nino Munoz
DP :
Marty Rush
1st AD :
Alexander John
1st AC :
Juan Quesada
Key Grip :
Jośe Pablo Guevara Alfaro
DIT :
Luis Angel Batista Teran
Sound :
Erick Vargas Williams
Video Assistant :
Braulio Fallas
Line Producer :
James Kelly
Line Producer :
Kimberly Norcott
Line Producer :
Esteban Chinchilla
Production Coordinator :
Marcela Jarquin
Art Department :
Maria Laura Castillo Chaves
Wardrobe Stylist :
Melinda Rodriguez
Hair & Makeup Artist :
Jenna Anton
Edit & Color :
Assembly
Finishing :
Assembly
Editor :
Regina Spurlock
Graphics :
Daniel Cordero
Colorist :
Maria Carretero
Color Assist :
Jose Font
Color Producer :
Veronica Webb
2D Lead :
Sal Wilson
Post Producer :
Mariette Amici
Executive Producer :
Tara Holmes
Sound Design & Mix :
Lime Studios
Sound Design & Mix :
Jeff Malen
Music :
Ghidrah Music
Music :
Score A Score
Audio Assistant :
Ally Hustings
Producer :
Cassie Underwood
Executive Producer :
Susie Boyajan
Executive Producer/Biz Dev :
Becca Falborn
Executive Creative Director :
Mitch Bennett
Group Creative Director :
Emily Watson
Creative Director of Strategy :
Kelly Reed
Senior Social Strategist :
Caity Barnes
Senior Project Manager :
Lindsay Barnes
Director of Account Management :
Jennifer Hazelett
Account Supervisor :
Roxanne Lundy
Media Director :
David Dykes
Media Supervisor :
Jake Whitley
Chief Marketing Officer :
John Feeney
Director Integrated Marketing :
Jayme Torres

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