• by Fern Siegel , March 25, 2026

Humann, a health-oriented beet brand, is embarking on a brand transformation to underscore cardiovascular nutrition. To head the effort, it named Eden Collective its media AOR, leading strategy and measurement.

Mike Quinones, Humann Chief Growth Officer, told Agency Daily: “Eden has brought strategic rigor and media intelligence to our business, transforming our media system from spend management into a predictive growth engine. They are giving us the tools to make faster, smarter and bolder media investments against the metrics that matter most.”

Eden Collective is responsible for full-funnel planning, budget allocation and channel-specific strategy. It manages a roster of specialist agencies handling execution.

Humann's SuperBeets products are now available in 30,000+ retail locations. The company holds an exclusive license for specific nitricoxide technologies discovered at the University of Texas Health Science Center.

The goal is to combat misconceptions that cardio health is only for the elderly or athletes. Initially, Eden Collective was assigned a three-month engagement for linear and connected TV. But the silo strategy fell short of expectation. Newer positions focus on online and in-store, guided by what Humann calls “pressure-tested” data.

“Cardiovascular health is bigger than a single organ, and our brand is now bigger than a single product. To build a new category around the science of blood flow, we needed more than media buying — we needed a strategic anchor as our ecosystem rapidly scales in complexity,” added Humann CEO Joel Kocher.

Eden Collective's media work includes Zelle, Jackpocket and Farmer's Dog.