MaryRuth's, a leading vitamin and supplements brand, partnered with Amazon's Brand Innovation Lab (BIL) to launch their first integrated brand campaign on Amazon. The goal was to unify their marketing approach, acquire new customers, drive sales of flagship multivitamin products, and establish a consistent brand identity during their peak Q1 sales season.

MaryRuth's had experienced rapid growth, largely driven by Amazon Ads. However, their approach was fragmented across Amazon channels, lacking a cohesive brand narrative. With Q1 being a critical time for wellness brands, MaryRuth's sought to create an engaging campaign that would resonate with health-conscious consumers.

Brand Innovation Lab at Amazon developed the "Toast to Good Health" campaign, a comprehensive approach encouraging customers to prioritize wellness without sacrificing enjoyment. The campaign combined vibrant visuals, engaging copy, and interactive experiences across Amazon's ecosystem to tell a unified brand story.