UNROOTED set out to build awareness and cultural relevance around baobab as the hero ingredient behind its functional drinks range, positioning the ancient superfruit as a key wellness trend for 2026. With a goal to drive brand consideration, the objective was to create a media-worthy moment that would educate, inspire and generate buzz across wellness, lifestyle and consumer press about this super fruit - whilst positioning UNROOTED as the go-to baobab brand leading the conversation on fibre and gut health.
We created the first-ever UNROOTED Baobab Breakfast Club - an immersive media and influencer event designed to spotlight baobab as the superfruit set to dominate the wellness agenda. Bringing together leading voices across nutrition, psychology, sustainability and brand, the morning combined expert-led talks with interactive experiences, including a build-your-own Baobab Breakfast Bar hosted by a top nutritionist. The event tapped into growing interest around gut health, high-fibre diets and functional ingredients, creating strong storytelling opportunities for media and content creators. Guests left with a deeper understanding of baobab’s benefits, direct access to expert commentary and the full UNROOTED product range, driving both education and trial while positioning the brand at the forefront of the fibre conversation.
media and influencers attended
bottles of product put into the hands of media
national media hits for launch
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