Ritual, a science-backed multivitamin brand, came to us with a challenge.

People didn’t understand that most of the supplements on the market are chock full of less-than-stellar ingredients—while Ritual is made traceable, with high quality ingredients, ethically sourced, and transparently displayed.

In short: They tell you what’s in your vitamin and why it’s there. But how do you break through in an industry where most of the communications aren’t exactly entertaining?

Our strategic team dug into a core, ownable truth for Ritual, based on the brand’s origin story: mother’s refuse to settle for less than the best for themselves and their families. We trace like a mother–because we’re made by a mother.

We increased awareness of the Ritual brand, products and brand promise, Made TraceableTM, specifically among women 25-54 y/o by leaning into what we found within the venn diagram of Mothers and Motherfuckers. They both go HARD.

We created a category-defining, subversive, integrated campaign, Trace Like A Motherfucker, that highlights Ritual’s obsessive commitment to traceability, giving everyone the receipts to ‘wtf’ they’re putting in their bodies.

The campaign consisted of a hero brand film with cut-downs for streaming and social and OOH in key markets for Ritual’s audience to make a statement you couldn’t ignore.

Since launch, our campaign delivered nearly 140M impressions across YouTube, CTV (Discovery+, DirecTV, Paramount+, Peacock), and OOH and has seen Brand Search Conversion increase by 10x per day. The groundwork that we laid for Ritual, both in strategy and creative content with Trace Like A Motherfucker, will continue to be the foundation for the brand for years to come.