Circul8 took over nudie’s organic social across Facebook, Instagram and TikTok from April 2025, running the full social stack from content and community to paid and reporting. Retained from January 2026 with a focus on TikTok and Instagram, the ongoing challenge was staying true to nudie’s ‘creators of good’ ethos while staying ‘internet savvy’ enough to get the cut through that builds engagement.

The solution was to lead a strategic pivot that translated ‘creators of good’ into a tone of voice that engages in social. We called the new platform for social  ‘mildly delulu creators of chaotic good’ – a flex that opened up our ability to engage while always coming back to the core brand DNA and the goodness of 100% fruit and veg. Less FMCG brand, more slightly unhinged Gen-Z friend you can’t stop watching.

The playful nudie character was a perfect vehicle to deliver the mildly delulu vibes so we brought him centre stage. Knowing that video is essential for engagement, we got nudie’s character working in front of the camera, delivering the chaotic (but good) humour that was required. Of course there was also marketing science behind the madness, we were also carefully building one of the brand’s key distinctive assets. 

As well as ongoing organic social focused on the overall brand, we also create and run paid social campaigns for specific products – like the launch of nudie’s mocktail range. Timed to coincide with the Christmas silly season, the campaign was aimed at the growing number of sober-curious drinkers rethinking their relationship with alcohol.

The creative theme ‘Balance Over Booze’ was campaigned out.  Mocktails packs were sent to wellness micro-influencers to spark authentic buzz around the range and rally nudie drinkers behind a sober summer. Alongside the influencer push, we rolled out organic lifestyle content that captured sober summer vibes paired with nudie’s mildly-chaotically-good personality, proving you don’t need booze to have a brilliant time.