Gaia Herbs

FDA Invitation

Agency: Baldwin&



The Herbal Supplement Brand Issues an Invite to the FDA to Inspect and Evaluate Their Practices and Products, Shining a Light on Gaia’s Industry Leading Quality Standards

- Gaia Herbs is leveraging their role as a leading herbal supplement company to call attention to the importance of quality, transparency, and traceability standards by issuing an open invitation to the Food and Drug Administration.

“Our research shows that consumers are confused about how to assess product quality and think that all herbal supplements are essentially created equal. This is simply not true,” said Gaia Herbs CEO, Jim Geikie. “For 35 years, Gaia Herbs has valued transparency and welcomed scrutiny of our rigorous processes and intentional methods. This invitation to the FDA dramatizes that commitment and helps to inspire consumer confidence and trust. We salute the FDA for their vital regulatory role as we do other industry watch-dogs who exist to protect our consumers.”

The FDA invitation, developed by Gaia Herbs’ strategic advertising and marketing agency partner Baldwin&, pulls back the curtain on Gaia Herbs’ seed to bottle practices.

"When you work as hard as Gaia does to create supplements the right way, you don’t have anything to hide. From its farm to its lab and its factory, Gaia is proud to share its meticulous care to ensure the highest standards of quality and potency,” notes Mitch Bennett, Executive Creative DIrector at Baldwin&. “We had some fun with the idea of not only opening Gaia’s doors to FDA inspectors, but reserving a parking spot for inspectors too.

The goal of the campaign is to highlight the product integrity and manufacturing transparency that sets Gaia Herbs apart from other brands in the industry, and to prompt consumer awareness of an industry conversation about current supplement regulations while challenging higher standards across the board.

Planned social media content includes demonstrations of quality testing methods and behind-the-scenes glances at how Gaia’s products are grown, sourced, manufactured, and tested.

This professional campaign titled 'FDA Invitation ' was published in United States in August, 2023. It was created for the brand: Gaia Herbs, by ad agency: Baldwin&. This 360° medium campaign is related to the Health industry and contains 5 media assets. It was submitted 3 months ago by Lynne Collins.


Chief Marketing Officer: John Feeney
Director, Integrated Marketing: Jayme Torres

Advertising Agency: BALDWIN&
Executive Creative Director: Mitch Bennett
Group Creative Director: Emily Watson
Senior Project Manager: Lindsay Barnes
Media Director: David Dykes
Media Supervisor: Jake Whitley
Account Supervisor: Roxanne Lundy
Director of Account Management: Jennifer Hazelett

Director: Ben/Dave
Executive Producers: Lizzie Schwartz, Carl Swan
Producer: Erin Malloy
Director of Photography: Jim Frohna
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

Morgan Stanley


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