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

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.

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

Featured Stories