It's Not Weird If It Works

Boulder-based brand marketing accelerator Fortnight Collective is out with a refreshingly assertive nationwide campaign for Bragg Apple Cider Vinegar products. The work highlights Bragg's new brand ethos: "It's not weird if it works." This bold phrase challenges the all-too-common perception that apple cider vinegar is weird and off-putting and aims to embrace and own it.

The campaign's primary goal is to leverage the brand’s inherent quirkiness and the insight that Bragg’s consumers have no problem with raw, unfiltered solutions that help them stay healthy, even if the solution is a little intense and “weird” to some people. The campaign is comprised of two marketing initiatives, one for their original Apple Cider Vinegar product and the other promoting and introducing their ACV Blends and ACV Supplements products, all aimed at fostering consideration through a comprehensive integrated campaign. One facet of this initiative is to serve as a multi-year, overarching brand point of view that can be applied to both current and forthcoming brand product offerings.

“From its inception over a hundred years ago, Bragg has been ‘all-in’ when it comes to proactive, food-based ways to stay healthy, regardless of whether they were trendy or mainstream. That obsession is most exemplified by Apple Cider Vinegar, not just as a product but as an experience and as an idea. We, as a brand team, knew that millions of consumers share the same obsession. We just needed a dynamic, provocative and efficient creative partner to help us tell that story in a breakthrough way that still honored our heritage – and we found that in Fortnight Collective,” Said Ryan Pintado-Vertner, Fractional CMO of Bragg Live Foods.

The campaign will run on TTD, Meta, YouTube, and Spotify nationally and DOOH regionally in Bentonville, Cincinnati, New York, Chicago and Boston. The executions include three video spots, three audio spots and podcast placements, social posts, and DOOH billboards.