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Humm Kombucha Names North Agency of Record

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First campaign launches today

Humm Kombucha Names North Agency of Record

Humm Kombucha has named Portland OR-based independent agency North as their agency of record following a review. North is tasked with brand strategy, creative strategy including digital and social execution, and paid media along with influencer strategy and execution.

In recent years, the kombucha category has experienced significant growth. Based in Bend OR, Humm Kombucha seeks to sustain its own rapid growth through awareness and trial among broader audiences for their tasty kombuchas with approachable flavors like strawberry lemonade and blueberry mint.

“Humm is one of the most original and genuinely interesting brands in a category that’s rapidly expanding,” says Mark Ray, chief creative officer of North. “More than anything, it’s insanely delicious kombucha.” 

The first campaign from North launched March 21st, less than six weeks from the official start of the relationship. The work features authentic video reactions of real people’s first impressions of Humm that were uncovered while North was researching the brand. The genuine reactions so convincingly conveyed the amazing taste of Humm, that they made their way into the final work.  

"We really liked North for their depth of strategic thinking, as well as their impactful creative that showed their profound understanding of Humm, the kombucha category and the brand opportunity,” said John Peirano, VP marketing at Humm. “And right now they’re proving how responsive, fast, easy and fun they are to work with.”   

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Categories: Soft Drinks, Carbonated Drinks

North, Thu, 21 Mar 2019 13:41:00 GMT