THE FUTURE IS ORANGE
Innate-Essence, the wellness firm founded by former Premiership footballer Thomas Hal Robson-Kanu, has appointed Mischief as its retained PR agency.
This story was first listed in PR Week.
Creative comms agency Mischief has been hired to work on an integrated consumer campaign for The Turmeric Co., Innate-Essence’s health drinks brand, which specialises in cold-crushed turmeric-based shots.
Mischief has been assigned to grow the brand – which is currently stocked nationwide in branches of Boots, Sainsbury’s and Tesco – and help to educate consumers on the benefits of turmeric across sports nutrition, wellness and lifestyle.
The brief covers a through-the-line comms strategy, blending earned media, brand storytelling and large-scale creative activations.
Wellness drinks business Innate-Essence, which also includes electrolyte brand Raw Hydrate, was founded by former Premier League footballer Thomas Hal Robson-Kanu, who has played for West Bromwich Albion, Reading and Wales.
Earlier this year, Irn-Bru owner AG Barr made a majority investment in Innate-Essence.
There is no incumbent agency for the PR brief, with the business not having previously worked with a comms agency.
Robson-Kanu said: “The Turmeric Co. is a brand with a clear mission to redefine how people think about functional wellness. We have created something truly unique, trusted by thousands of customers and professional athletes alike, and now is the perfect time to amplify that story.
“Mischief immediately understood the brand, the opportunities and our ambition. We look forward to working together as an extension of our team to build the brand and grow the business.”
Charlotte Brooks, managing director at Mischief, said: “Thomas’ passion, authenticity and deep knowledge of the product – rooted in his own journey as a professional athlete – is inspiring. It’s rare to find a founder so personally connected to the purpose behind the brand.
“The Turmeric Co. team share our vision for bold, straight-talking creative comms that connect with audiences across multiple channels and disrupt their category.”