Toasting to wellness: MaryRuth’s increases new-to-brand sales with custom mocktail campaign

With a handful of fresh raspberries, a squeeze of lime, a shot of orange juice, a splash of sparkling water, and one serving of MaryRuth’s Liquid Morning Multivitamin in raspberry flavor, you can create a thirst-quenching and nourishing Raspberry Multivitamin Spritzer Mocktail. It’s one of 10 delicious mocktail recipes from MaryRuth’s, a health and wellness consumer packaged goods company. The brand recently developed the recipe set with Amazon Ads as part of a marketing campaign to connect with new customers.

MaryRuth’s creates vegan, non-GMO, and gluten-free vitamins in liquid and gummy formats for infants, toddlers, kids, and adults. Company founder MaryRuth Ghiyam, a mom of four who is a certified health educator, culinary chef, and nutritional consultant, initially started the company in 2014 as a passion project to make health and wellness products more widely accessible.

MaryRuth’s has worked with Amazon Ads since 2020, incorporating a number of different ad solutions to grow their brand—and over the course of that time, they’ve seen their revenue increase by 223%¹. But MaryRuth’s wanted to refine their advertising strategy to tell a cohesive story about their brand. So in 2024, they teamed up with the Amazon Ads Brand Innovation Lab, a team of creatives, strategists, and producers who create unique brand activations using Amazon Ads solutions, to develop a campaign that would increase new-to-brand (NTB) sales.

One of the brand’s main goals was consolidating brand messaging and developing one clear campaign across all mediums on Amazon. The campaign included Whole Foods Market in-store and online activations and leveraged Amazon Ads solutions across various services, including Amazon DSP, Prime Video, Streaming TV, Amazon Live, and Fire TV. The campaign leveraged celebrity hosts, created custom content, and hosted mocktail bars at multiple influencer events. The depth and breadth of the campaign allowed MaryRuth’s and Amazon Ads to create a full-funnel media blitz to increase NTB sales and drive awareness for MaryRuth’s flagship liquid multivitamins.

“A unified brand message helped solidify our position as a trusted brand in the wellness space, ensuring that our core values and mission are clearly communicated and resonate across all consumer interactions. This consistency is crucial in cultivating long-term customer relationships and loyalty,” said Corin Prystal, senior director of e-commerce, MaryRuth’s. “The Brand Innovation Lab team offered creative solutions that enabled us to craft a brand message that was cohesive, highly engaging, and relevant to our consumers. Their ability to integrate technological innovations with market insights made them an invaluable partner in reinforcing our brand identity and expanding our market reach.”

For their 2024 campaign launch, MaryRuth’s and Amazon Ads developed the “Toast to Good Health” campaign, which showed ways customers could use MaryRuth’s liquid multivitamins to create delicious and nutritious mocktails. The campaign included easy-to-follow recipes, high-quality videos of the mocktails being created, and a custom landing page where customers could learn, explore, take a quiz, and purchase MaryRuth’s products.

“We love that this campaign highlights MaryRuth’s long-standing passion for creating innovative recipes incorporating our vitamins,” said Prystal. “It allowed us to showcase her unique recipes, integrating our products into daily wellness routines in a fun and approachable way. The feedback has been overwhelmingly positive, with many of our customers expressing appreciation for how our mocktail recipes make wellness fun and accessible.”

The campaign featured photos and videos inspired by mocktail recipes incorporating MaryRuth’s top-five liquid multivitamins—including flavors like raspberry, strawberry daytime, coconut, pineapple nighttime, and the peach hair growth. Using these custom visuals, the Brand Innovation Lab developed a dedicated landing page within MaryRuth’s Brand Store on Amazon that housed the mocktail recipes along with direct product links.

The team also launched a pioneering integration of the Alexa Brand Store with Fire TV ads—driven by the fact that first-party insights from Amazon Ads show nutrition and wellness shoppers are 1.5x more likely to stream on Fire TV, compared to the average Amazon shopper ². MaryRuth’s also incorporated a one-click add-to-cart feature, allowing shoppers to purchase all of the mocktail recipe ingredients on the Amazon website via Whole Foods Market. The goal of this interconnected campaign keeps customers engaged beyond the New Year period and present a distinctive and compelling strategy to capture audience attention, encouraging them to try MaryRuth’s product offerings.

MaryRuth’s saw positive results with the launch of their campaign. NTB customers that were exposed to the campaign had a +174% spend than NTB customers that were not exposed, and the brand overall raised their NTB percentage for display activations by an impressive 7%³. Existing customers that visited the custom landing page were 2.3x more likely to purchase multiple products, and NTB customers that came in via that page were 2x more likely to purchase multiple products ⁴. This led to the highest-selling month in the company’s history, reflecting a substantial 24.6% increase in total sales compared to January 2023 ⁵. The results underscored the effectiveness of the campaign in not only enhancing brand visibility, but also driving significant revenue growth.

“The campaign results have been remarkable,” Prystal said. “We’ve seen significant increases in brand awareness and customer engagement. The most memorable piece is undoubtedly our Amazon Live Virtual Wellness Retreat featuring MaryRuth herself. It was a pivotal moment for us, drawing in a large audience and generating considerable buzz. MaryRuth’s ability to connect with viewers authentically created a dynamic and personal experience that resonated deeply with our consumers.”

The MaryRuth’s team said they valued the creativity, innovation, and collaboration with the Amazon Ads Brand Innovation Lab.

“The team’s dedication to understanding our brand and objectives impressed us the most,” Prystal said. “Their proactive approach to leveraging their tools to amplify our reach and impact made the process smooth and effective. Their creative solutions were particularly influential in the overall success of the campaign.”

Businesses looking to achieve similar success to MaryRuth’s may want to consider leveraging Amazon Ads solutions, strategies, and tactics to achieve their goals. Today’s customer journey is anything but linear ⁶, And Amazon shoppers are using at least 20 touchpoints leading up to a purchase ⁷. And making an impression on shoppers can help encourage repeat customers. According to Amazon insights, 67% of nutrition and wellness category Amazon shoppers came back to the same category, and 34% revisited the same brand ⁸. Repeat visits could help brands grow their loyal customer base through remarketing across different Amazon services.