As a brand founded by a mother (Katerina Schneider), Ritual Vitamins has launched a bold comprehensive campaign that’s garnering cries of “track it like a motherfucker.” This celebrates the brand’s unique commitment to traceability, which allows consumers to trace the origin of their ingredients. in the world and why they are there.
The 45-minute film Trace Like a Motherfucker, directed by Sundance Award-winning director Kate Jean Hollowell, explores the deep care, attention to detail, and relentlessness that goes into finding the right supplement. A homage to research. Ritual was made by my mom, so promise me you’ll trace it like shit. They will do it for you whether you are a mother or not.
By running various :15 and :10 cutdowns across streaming and social, Ritual also runs OOH in Los Angeles and Dallas, designed for connected environments that will be over-indexed with Ritual’s audience. I am creating an integrated campaign.
“If you draw a Venn diagram around moms and shitheads, you’ll see that they’re both hard workers,” said Lexi Rodriguez, Creative Director at Giant Spoon. “I wanted to lean on my mother’s energy, which I never have, and celebrate that.” ”
“Ritual wanted to be ‘punk rock,’ so this was an attempt to challenge convention from the beginning,” says Olivia-Gene Fagon, Creative Director at Giant Spoon. “The key was to portray a cool, charismatic, warm-hearted, multi-faceted Millennial woman without resorting to tired mother clichés. Vitamin ads also tend to be boring and perfunctory, so comedic became an unexpected trump card, but without sacrificing visual quality. We created a highly realist world for Mother that still packs a punch.”
Navigating the ever-changing wellness space can be difficult, and consumers are questioning and researching everything more than ever. This often equates to additional emotional labor. Unlike other wellness brands, Ritual scours the world to find ingredient suppliers who care about their impact as much as we do, demonstrating that others have verified the safety of our products. We pursue third-party testing and certification and prioritize investments in clinical research. And scientific studies showing they work.
Ritual’s “Trace Like a Motherf*cker” brings a community of health skeptics together to embrace their obsession with better health and quality ingredients by bringing candid, unabashed energy to creatives. I am.
