How do you launch a game-changing wellness line? You partner with one of America’s most iconic morning shows and make a national splash. To support the launch of the new True Citrus Wellness line, The Food Group secured a coveted partnership with “The TODAY Show,” which included a national broadcast feature and a high-profile event sponsorship.
We kicked things off with an on-the-ground activation in Los Angeles, where True Citrus hosted a Hydration Station at the Shop TODAY Stages: The Mom Edit event on May 15, which included actress Hilary Swank and cast members from Bravo’s “The Valley.” There, the brand served fresh batches of their new True Lemon Curb your cravingsTM, True Lemon Elevate your potentialTM and True Lemon Defend your wellnessTM drink mixes to an excited audience of consumers, influencers and other VIPs. Full boxes of products were also gifted to all attendees.
The partnership culminated in a national broadcast appearance on “The TODAY Show.” Live from Studio 1A, Shop TODAY contributor Melissa Garcia featured the new True Citrus Wellness collection, showcasing the products to a nationwide audience and detailing their key benefits. Co-host Craig Melvin took his first sip on air and immediately exclaimed how delicious the flavors were.
This multi-platform exposure was designed to drive awareness for True Citrus Wellness, a collection of functional powdered drink mixes crafted with purposeful, scientifically chosen, non-GMO ingredients. The line offers targeted benefits for appetite control, immune support and sustained energy. The placement on a trusted national platform like “The TODAY Show” provided a powerful third-party endorsement at a critical moment for the product launch.
