ARK wins Rude Health UK creative account

As health-conscious consumers increasingly shift away from ultra-processed foods, brands in the better-for-you category are repositioning themselves around simplicity, enjoyment and everyday wellbeing. Within this context, healthy food and drink brand Rude Health has appointed ARK Agency as its lead strategic and creative partner in the UK following a competitive pitch process.

The appointment tasks ARK with defining a new strategic direction for the brand, developing a refreshed communications platform and delivering Rude Health’s 2026 advertising campaign, with initial activity expected in the first half of the year.

Focus on moving away from ultra-processed foods

The brief centres on reaching shoppers seeking to reduce consumption of ultra-processed foods and make more considered dietary choices. This positioning aligns closely with Rude Health’s broader mission within the plant-based and healthier snacking category.

The brand, which was acquired by Oddlygood Group in 2024, is part of the group’s wider ambition to strengthen its position in Europe’s plant-based market.

Katie Simpson, Head of Marketing UK and International, Rude Health: "ARK showed a modern understanding of the role of our brand and creativity for a business like ours, and an approach to our audience and category that got us all very excited for the future."

Creativity framed around enjoyment of healthy eating

ARK Agency’s remit includes developing a strategic “north star” for the brand and building a new communications platform designed to shift perceptions of healthy eating. The approach aims to balance nutritional positioning with a more expressive and enjoyable view of food culture.

Mat Goff, Founder, ARK Agency: "Rude Health has built a brilliant business and a brilliant brand. In the health and wellness category we're constantly encouraged to stack and track and measure and optimise. The Rude Health brand is here to remind us that health, and healthy eating, are things to be enjoyed and shared. That's a genuinely exciting creative space to work in."

New business momentum for ARK Agency

The appointment adds to a run of recent wins for ARK Agency across FMCG and lifestyle brands, as it continues to expand its portfolio in the UK market. The agency has recently secured accounts including Krispy Kreme, alongside loveholidays, Magners, Huel and Löfbergs.

The Rude Health campaign will form part of the brand’s broader push to strengthen its relevance among consumers increasingly focused on ingredient transparency, minimally processed foods and balanced eating habits.

www.rudehealth.com

www.arktheagency.com

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