Submitted by Cercone Brown Company

MegaFood | The MegaWell Collective

Cercone Brown Company built MegaFood its first integrated ambassador program, The MegaWell Collective, a four-expert influencer initiative the agency reports reached 934M+ digital impressions.

Delivered an average engagement rate of 4.32%, exceeding industry benchmarks by 3%.*average engagement rate
Achieved 934M+ digital impressions across platforms, boosting awareness.digital impressions
Generated 71 influencer posts across 6 months, enhancing brand visibility and credibility.influencer posts

Case in 60 seconds

MegaFood held relatively low market share despite a 50-plus-year legacy, because the vitamin and supplement category had grown crowded and skeptical, and louder trend-driven competitors were setting the terms of visibility.

The campaign appears to turn on credentials as the scarce asset in a skeptical category, because an audience sorting through misinformation weighs who is speaking about nutrition science more heavily than how loudly a supplement brand speaks.

A standing collective of four credentialed experts brought inside the brand rather than hired per post, so that expert-led storytelling carried the evidence-based positioning across earned, owned, and influencer media at once.

Four macro influencers with credentials in nutrition, medicine, and sustainability produced sponsored content on their own channels and within MegaFood's paid campaigns, ran live educational workshops, wrote blog posts on MegaFood's website to support SEO, and appeared in national TV segments alongside media mailers, while Cercone Brown Company handled sourcing, rate and rights negotiation, content direction against brand guidelines, external messaging materials, and final content review.

Cercone Brown Company reports 934M+ digital impressions across platforms, an average engagement rate of 4.32% which the agency states exceeds industry benchmarks by 3%, and 71 influencer posts across 6 months.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Modern consumers of vitamins and supplements, described as more skeptical than ever, whom the brand refresh set out to reintroduce MegaFood to.
The page frames an era of misinformation around nutrition science, so a supplement brand speaking in its own voice carries less weight than the same claim translated by a practitioner with standing in medicine or nutrition.
Trend-driven competitors dominated attention in a crowded category, which meant MegaFood's 50-plus-year legacy and evidence-based philosophy read as background rather than as a point of difference.
MegaFood positioned itself as an educator rather than a promoter, with experts embedded across owned, earned, and influencer media so that brand authority was demonstrated through explanation rather than asserted through advertising.
Based on the available evidence, the program treats credentialed explanation as the thing that moves a skeptical buyer, because translating science into digestible content addresses the hesitation directly rather than working around it.

Creative & Execution System

Assets & channels

  • TV segments
  • blog posts
  • live educational workshops
  • media mailers
  • sponsored content

Partners

  • Cercone Brown Company (lead_agency)

Participation mechanic

  • Live educational workshops that the agency describes as informing, inspiring, and engaging, which gave the audience a session to attend rather than only content to watch.

Creator role

  • MegaWell Collective ambassadors
  • four strategically selected macro influencers

Results & Evidence

MetricValueResult type
average engagement rateDelivered an average engagement rate of 4.32%, exceeding industry benchmarks by 3%.*engagement_rate
digital impressionsAchieved 934M+ digital impressions across platforms, boosting awareness.impressions
influencer postsGenerated 71 influencer posts across 6 months, enhancing brand visibility and credibility.content_pieces

Why Cercone Brown Company's strategy worked

  1. 1

    Where a category is defined by consumer doubt, casting for professional credentials rather than follower scale gives the brand a claim on trust that a paid impression alone does not buy.

  2. 2

    A named collective converts scattered one-off partnerships into a single consistent voice, which appears to be what allowed the same four people to carry brand messaging into owned blog content and national television as well as their own feeds.

  3. 3

    Routing ambassador output into owned SEO content and paid campaigns extends the working life of creator work beyond the posting window, because the material keeps returning value after the sponsored post has cycled out of feed.

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