Bragg Live Foods champions simplicity in wellness campaign

Bragg Live Foods, the century-old apple cider vinegar brand, has launched A Dose of What Works, a campaign that challenges fleeting wellness fads and emphasizes the brand’s long-standing credibility in the wellness space.

Developed with creative agency Fortnight Collective, the initiative highlights Bragg’s focus on trusted, effective products in contrast to today’s overload of wellness trends.

The campaign features humorous video vignettes that depict cluttered supplement cabinets and refrigerators filled with trend-driven products, underscoring the enduring appeal of Bragg Apple Cider Vinegar as a straightforward wellness staple.

To kick off the campaign on National Apple Cider Vinegar Day, September 23, Bragg hosted a “Trendy Trade-In” event at the Santa Monica Pier. More than 225 visitors exchanged short-lived wellness products for bottles of Bragg Apple Cider Vinegar. In total, 122 wellness items were traded in, and over 210 Bragg products were distributed.

Courtney M. Cola, Director of Brand Marketing and Communications, Bragg: “The wellness arena is louder than ever—but not always clearer. We saw an opportunity to cut through the noise by staying true to what we’ve always been: raw, real, and unfiltered. This pop-up was a natural extension of what we know: Bragg Apple Cider Vinegar is the original—and it’s never changed.”

A Dose of What Works also introduces Bragg’s refreshed tagline, evolving from It’s not weird if it works. The new line reinforces the proven efficacy of Bragg’s products and their role in everyday wellness routines.

Drake Paul, Creative Director, Fortnight Collective: “We wanted to show the reality of wellness trends. You buy one thing, then another, and another. But what does it do for you? We’re not saying everything out there is bad. But people would benefit from being a little more discerning.”

The campaign’s design incorporates vintage-inspired typography and a subtly faded color palette, echoing Bragg’s long heritage while maintaining a modern sensibility. A Dose of What Works will appear across connected TV, digital platforms, and social media, with additional activations planned for the coming months.

www.bragg.com

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