Nature’s Way’s latest campaign, “Straight to the Source,” aims to help plant-based omega-3s stand out as a visible alternative from fish-based formulas.

In its first collaboration with agency partner Lifelong Crush, Nature’s Way aims to increase awareness of the brand’s new algal formula, marking what it calls “a significant innovation in the category.” The national campaign features ocean-themed digital and social creative, alongside a nighttime OOH activation that brings NutraVege to Torontonians in the wild.

Tsege Gebreyohannes, director of brand and digital for Nature’s Way, tells strategy that the campaign is an attempt to educate and expand the conversation around plant-based supplements.

“When most people think of omega-3, they think of fish oil,” Gebreyohannes says. “The campaign builds on our brand positioning of bringing science, nature and purpose together – educating consumers, removing confusion in the category and reassuring them that NutraVege provides EPA and DHA, the same omega-3 fatty acids found in fish-oil supplements.”

Gebreyohannes says the biggest challenge in the category has been both the misconception that plant or algae-based omega-3 is only for vegans or vegetarians and the lack of awareness and understanding about algae as a source. In reality, he says, omega-3 originates with algae, which fish consume as part of the food chain.

“The opportunity is to educate and broaden awareness,” he says. “Our broader strategy is about bringing science, nature and purpose together so consumers feel informed and confident about their health choices. ‘Straight to the Source’ fits squarely within that approach by addressing low awareness in the category and showing that algal-based omega-3 provides the same omega-3 consumers already know and love. It simplifies the story: omega-3 doesn’t begin with fish, it begins with algae, and NutraVege allows people to go straight to the source.”

Epitaph worked on media planning and buying for the campaign that runs from Aug. 21 until Oct. 31 across digital banners, social media and experiential video projection.

“The recent reformulation of NutraVege allows us to speak to omega-3 believers in a way that hasn’t been done before,” Geoff Gingerich, SVP of strategy at Lifelong Crush, said in a press release. “We saw an opportunity in the consumer misconception around sources of omega-3. And while we don’t want to put down fish as a source, highlighting its origins was a fun creative challenge.”