Nature's Path Organic Foods hired Citizen Relations

2025 · Organic cereal, granola and better for you breakfast

Nature's Path is a Canadian brand relaunching into the US, where it had no media or creator relationships of its own.

Somebody said so

Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.

How we know

"This is a great example of testing a potential relationship with a project. Our 2024 work on the Canadian Summer Bummer campaign for Que Pasa built the bridge for where we are today as AOR." PRWeek's standfirst puts it plainly: the company wants its products to be as beloved in the US as they are in Canada.

Who says so	LBBOnline and PRWeek. Nature's Path's own director of marketing services is named. Read it
A second source	PRWeek independently carried the win on 2 April 2025, written by Diana Bradley, under the headline that Nature's Path Organic Foods hires Citizen Relations to spearhead its US relaunch, with a standfirst saying the company wants its products to be as beloved in the US as they are in Canada. The body is paywalled, so the matching scope list of PR, media relations, creative brand strategy, experiential marketing and influencer collaborations was read through search indexing rather than directly.
What the agency was asked to do	Not published as a quoted brief. On record: spearhead Nature's Path's masterbrand relaunch in the US, an activation event in May and always on PR, including media relations, creative brand strategy, experiential marketing and influencer collaborations.
How the agency was picked	Project first, then the account
How that happened	Citizen's chief creative officer says outright that the relationship was tested on a project before the account moved. The 2024 Canadian Summer Bummer campaign for the Que Pasa brand came first, and the North American agency of record appointment followed. No pitch is named.
How long it took	Project work in 2024 in Canada, agency of record from March 2025 for North America, with an activation event set for May 2025. No contract length published.

Watch out for: This is a PR agency of record, and influencer collaborations are one item in that list rather than the point of the appointment. No fee, term or pitch is published. The LBB write up reads as the agency's release, so PRWeek is the load bearing independent report.

Every other case where nobody in that world knew them →

← Every case

Every case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.