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Integrated Campaign

MaryRuth's

Toast to Good Health

A wellness campaign that felt like a celebration, not a sermon.

MaryRuths - Toast to Good Health — Best celebratory product-behavior hero.
Best celebratory product-behavior hero.

Selected work

08 assets
A concise campaign title and product moment.
MaryRuths - Toast to Good Health — Warm wellness/product hero with strong composition.
Warm wellness/product hero with strong composition.
MaryRuths - Toast to Good Health — Shows the program living across Amazon screens.
Shows the program living across Amazon screens.
The campaign extended into a repeatable wellness ritual.
MaryRuths - Toast to Good Health — Brand-store/detail proof.
Brand-store/detail proof.
Short online-video proof.

Project Overview

MaryRuth's had grown fast on Amazon, but the work was scattered across channels with no cohesive story holding it together.

Q1 is peak season for the category — the moment when everyone decides who they're going to be this year. It was the right time to build something brand-first that pulled every channel into one idea.

The campaign made wellness feel celebratory and easy to say yes to, rather than another set of rules to follow.

Client
MaryRuth's
Year
2024
Role
Creative Director

Agency / Studio

Amazon Brand Innovation Lab

Team

  • Jason Murray
  • Victoria Spagnuolo
  • Joseph Dasaro
  • Robert Suta
  • Rad Olievschi
  • Andrew Haynes