How does a kombucha brand bring its message of gut health to the masses? Partner with one of the most recognizable faces in entertainment and the largest audio company in the country.
Los Angeles-based kombucha brand Health-Ade has landed an investment partnership with iHeartMedia that includes access to a substantial set of media assets and the media company’s platforms. In addition to the audio media company, Health-Ade added Ryan Seacrest (who signed a new five-year contract with iHeartMedia in 2021) as an investor and brand ambassador in May with additional investment coming from United Talent Agency and The Wellness Agency.
The investments’ financial details were not disclosed but were part of a small investment round by Health-Ade, a company representative told BevNET.
The partnership will allow Health-Ade to tap into iHeartMedia’s multiple audio platforms, including radio, podcasts, digital content and live events, to reach new consumers. Last month, the kombucha brand launched a sweepstakes with iHeartMedia where the two winning entrants will get a VIP access, all-expense paid trip to the iHeartRadio Music Festival in Las Vegas later this month with a meet-and-greet with Ryan Seacrest.
The kombucha company’s new partnership will also leverage iHeartMedia’s roster of hosts and talent (including Seacrest) to build voiceover advertising and marketing opportunities.
The move will help bring Health-Ade to a broader, mainstream consumer base, Health-Ade CMO Charlotte Mostaed said. “We at Health-Ade want to educate consumers on the power of the gut and introduce kombucha to new audiences. iHeart has a massive community and will help us take one step closer to mainstream awareness of the benefits of adding kombucha to a daily routine,”
The alliance with iHeartMedia marks Health-Ade’s second major marketing partnership this year, following its first-ever pro sports deal with the Los Angeles Dodgers announced in March.
Dollar sales in the refrigerated kombucha category have been flat year-over-year with Health-Ade currently the second leading brand in the category behind GT’s Living Foods, according to Circana sales data. Health-Ade’s dollar sales were up 5.5% compared to last year with over $109 million in sales in the last 52-day period ending August 31.