Rude Health unveils £1m marketing campaign

Rude Health is launching its largest-ever integrated marketing campaign, backed by a £1m investment. It is the brand's first major campaign since being acquired by Oddlygood Group in 2024, and will run for 18 months across 2026 and into 2027.

The campaign targets the 75% of Brits who say they are concerned about ultra-processed foods, according to the brand, and leans on Rude Health's longstanding positioning around simplicity, taste, and recognisable ingredients.

The framing is pitched against a wider health and wellness category increasingly defined by stacking, tracking, and optimising.

The numbers behind the push

Rude Health says it is outpacing the category with year-on-year value growth of 21%, and is now a top-five player in the UK plant-based drinks category. The branded category as a whole grew 1.1% to £361m in retail sales value, despite wider pressure on volumes.

The brand is also pointing to a reactivation opportunity, targeting the 53% of consumers who have stopped buying plant-based drinks but say they would be likely to return.

Where it will run

The £1m spend will roll out across digital, retail media, out-of-home, influencers, and PR.

As the category matures, there's a real opportunity to bring in a new generation of shoppers, whilst also reactivating lapsed shoppers, by bringing joy back to healthy eating.

Katie Simpson, Head of Marketing UK and International at Rude Health, said: "As the category matures, there's a real opportunity to bring in a new generation of shoppers, whilst also reactivating lapsed shoppers, by bringing joy back to healthy eating. Rude Health has the credentials to deliver this authentically with its combination of brand personality and continued focus on great taste and natural ingredients."