Drink life to the full

Leading dairy-free drink and cereal brand Rude Health has unveiled a new OOH campaign, which will see it launch a new creative platform that will run throughout 2024 as it embarks on an ambitious growth drive. The work was conceived by creatively led independent studio Who Wot Why, which was appointed to the launch in a multi-agency pitch.

The outdoor campaign will run across 96, 48 and 6 sheets in London and the Southeast of England and seeks to recruit hundreds of thousands of new shoppers to purchase their first carton of Rude Health’s plant-based drinks. The campaign aims to promote the brand’s key messaging that the healthy choice should be a celebration not a sacrifice, while the campaign’s strapline ‘Drink life to the full’ is designed to appeal to those who want to be in the rudest health but still get the most out of life.

Following a package redesign by Rude Health, the campaign will be the first to feature the new branding, and will include the brand’s iconic red lips. It is expected to be followed by further executions across various channels, including print and PR activations, next year.

Since launching in 2005, Rude Health has experienced exponential growth. It is a recognised B Corps and has won 29 Great Taste awards since 2020. The brand first launched with its muesli range, to prove that it was possible to create products that were nutritionally healthy but tasted great, all with ingredients you could find in your kitchen. It was subsequently one of the first brands to enter the dairy-free drinks space, which now accounts for the bulk of its business.

Advertising, film and production studio Who Wot Why, whose clients include Sky Vegas, Spotify, Amazon Prime Video, Moju and recent win Garrard, was founded in 2016 and is creatively led by Sean Thompson and Matt Gooden. The duo have won many of the industry’s most coveted awards including the Cannes Grand Prix, Cannes Titanium, Cannes Golds, D&AD Black pencils and numerous Silver pencils.