Health food and drink brand Rude Health has appointed Ark Agency its lead strategic and creative agency in the UK, following a competitive pitch against four agencies.
The brand was founded by husband and wife team Nick and Camilla Barnard in 2005, starting with muesli before launching their drinks range in 2013.
The London-based premium food and drink brand was acquired by Nordic-based Oddlygood Group in 2024 and continues to specialise in dairy-free plant-based milks, cereals, and snacks made with natural, high-quality ingredients.
It is now stocked by Waitrose, Tesco, Ocado, Morrisons, and Sainsbury’s.
Ark has been briefed to establish a new strategic “north star” for the brand, develop a fresh communications platform, and deliver Rude Health’s 2026 advertising campaign.
Initial activity is expected to launch in the first half of this year. The advertising will target shoppers looking to move away from ultra-processed foods and towards more considered, healthier food choices; a proposition that sits at the heart of Rude Health’s brand mission.
Rude Health head of marketing UK Katie Simpson said: “Ark showed a modern understanding of the role of our brand and creativity for a business like ours, and an approach to our audience and category that got us all very excited for the future.”
Ark Agency founder Mat Goff added: “Rude Health has built a brilliant business and a brilliant brand. In the health and wellness category we’re constantly encouraged to stack and track and measure and optimise. The Rude Health brand is here to remind us that health, and healthy eating, are things to be enjoyed and shared. That’s a genuinely exciting creative space to work in.”
The appointment marks the latest in a strong run of business wins for Ark, which has secured a diverse roster of clients including Loveholidays, Magners, Huel and Löfbergs. Most recently, the agency won Krispy Kreme, which saw the brand’s first UK and Ireland campaign going live in April 2026.
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