In conversation with

Georgina Thomas

Head Of Marketing for Rude Health

Georgina Thomas

Introduction

Introduction

If your brand has a positioning but no one hears it, does it make a sound? We’d argue: no. Which is why Rude Health stands out from the sea of sameness in their category.

Since crafting a bright and bold story and tone for Rude Health that’s all about making health a celebration and not a sacrifice, we’ve seen them bring it to life in OOH campaigns, events, marketing copy, job descriptions and (as you’ll read below) even interview answers.

“Whether it’s recruiting new glass-half-fullers, evolving our ways of working or organising all important social events, we’re always striving to do things the bright way,” Rude Health’s Head Of Marketing Georgina tells us.

We spoke to Georgina about how Rude Health’s positioning has been brought to life, her three key ingredients for a bright and bold campaign and what kind of summer holiday Rude Health would take.

Question and Answer

Why was it important for you to relook at Rude Health’s positioning and tone of voice in 2020?

We knew we wanted to help make the healthy choice a celebration not a sacrifice. And we needed our brand positioning to reflect this. Emphasising joy and flavour and naturalness. This wasn’t a change of direction for us as a brand. Rude Health was established to challenge the assumption that healthy food is bland and we’ve always taken our food and drinks seriously but not ourselves. However, as we’ve grown in size, and there’s much more choice out there in the dairy-free market place, it was important for us to sharpen our tone of voice and fine tune what we stand for as we take our brand to a wider audience.

How has the positioning shaped internal conversations and team culture?

Challenging the status quo, celebrating spontaneity and being up for life has always been at the heart of our brand and culture. It’s essentially what it means to be in rude health. But now we have a new shared way of thinking and talking about it. Whether that’s recruiting new glass-half-fullers, evolving our ways of working or organising all important social events, we’re always striving to do things the bright way.

“Whether that’s recruiting new glass-half-fullers, evolving our ways of working or organising all important social events, we’re always striving to do things the bright way.”

How have you applied the story and tone to your sales marketing outputs and what has the reception been?

Our buyers have been really receptive to our story and positioning and have recognised the need for high quality, sustainably sourced food and drinks that taste amazing too by increasing our distribution and presence both in chillers and on-shelves.

What are the three ingredients for a bright and bold marketing campaign?

A punchy yet knowing message.
Content so engaging you’re pressing replay. Replay. Replay.
A line up of stellar brands and influencers to support the campaign.

How can brands stand out from the sea of sameness when they’re in a category that’s very competitive (like dairy-free drinks)?

By simultaneously staying true to their roots and fleet of foot. For us that means emphasising flavour over finger-wagging and continuously innovating to meet our customers’ ever evolving needs.

Which other brands do you love for their tone of voice and why?

Grind for their witty copy that is always rolling with the times and the cultural moments of the day.

Who Gives A Crap for their upbeat and witty energy.

Lily’s Kitchen for the ultimate blend of knowingness and fun.

Rude Health is going on holiday – where are they going and what are they doing?

We’re going on a lido tour of the UK. Making a splash donning our best Batoko swimsuit. And most importantly shaking up our wake up with the best breakfast going. Every. Single. Day.

Georgie's Storylist

Books

  1. Invisible Women by Caroline Criado-Perez
  2. More Than A Woman by Caitlin Moran
  3. Fattily Ever After by Stephanie Yeboah
  4. Be More Human by Tony Riddle

Magazines

  1. DRIFT
  2. gal-dem
  3. Table Magazine

Podcast

  1. But Why? by Clemmie Telford
  2. Table Manners by Jessie Ware
  3. Desert Island Dishes
  4. Off The Gram
  5. How To Fail by Elizabeth Day
  6. Feel Better, Live More
  7. By The Sporkful

Newsletters

  1. The Modern House
  2. Mob Kitchen
  3. Where From

Digital Platforms

  1. Olio
  2. To Good To Go
  3. Food Cycle
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