About Nutrex Hawaii

Nutrex Hawaii, a leader in natural microalgae-based supplements such as Spirulina and Astaxanthin, partnered with Dunn Pellier Media to elevate its national profile. The brand aimed to educate consumers on the powerful benefits of Hawaiian-grown nutrients while securing major media placements across TV, digital, and social channels.



30

Million+ across TV, digital, social, podcast, print, and events

Their Challenge

  • Low National Awareness: While a leader in its category, Nutrex Hawaii lacked widespread name recognition among U.S. wellness consumers.

  • Complex Product Benefits: Astaxanthin’s and Spirulina’s antioxidant properties, while powerful, required simplification and context to be relatable to a mass audience.

  • Perception of Algae-Based Supplements: DPM needed to overcome potential consumer hesitancy by positioning the brand as clean, natural, and clinically backed.

  • Limited Influencer & Digital Footprint: Before the campaign, Nutrex Hawaii had minimal presence in social or podcast channels – key areas for discovery in today’s wellness landscape.

 

Our Challenge

  • Media Education in a Niche Category – Astaxanthin and Spirulina, while backed by science, were relatively unknown to mainstream audiences. DPM needed to educate the media on these potent nutrients and reframe them within timely wellness conversations like blue light protection, immune health, and athletic recovery.
  • Translating Science into Storytelling – The microalgae-based benefits of Nutrex Hawaii’s products were complex and clinical. DPM’s challenge was to translate this science into clear, compelling narratives that would resonate with both editors and everyday consumers.
  • Expanding Geographic Roots Without Losing Identity – As a Hawaii-based brand, Nutrex Hawaii had strong regional credibility. DPM’s task was to scale that trust to a national audience – without losing the authenticity and purity associated with its island-grown origins.
  • Standing Out in a Saturated Market – With wellness media often flooded with trend-driven supplement stories, DPM had to cut through the noise, crafting a standout narrative and securing placements that would elevate brand perception and drive consumer demand.
Goals

Campaign Goals: National Awareness, Consumer Education, and Market Differentiation

  • Elevate National Brand Awareness – Expand beyond regional reach to establish Nutrex Hawaii as a credible, household name in the natural wellness space.
  • Educate Consumers About Hawaiian-Grown Nutrients – Increase public understanding of the science, sourcing, and health benefits of Hawaiian Spirulina and Astaxanthin—especially their antioxidant strength and pristine cultivation.
  • Position Astaxanthin as a Must-Have Antioxidant – Introduce Astaxanthin as a standout nutrient for eye health, skin protection, cellular defense, and performance recovery, framed within broader wellness trends.
  • Drive Demand Through High-Impact Media – Secure placements across national TV, digital, podcast, and social platforms to validate Nutrex Hawaii’s authority and reach new audiences.
  • Align with Wellness Trends and Trusted Voices – Leverage influencers, thought leaders, and timely health moments (e.g., men’s health, brain fog, screen time) to build cultural relevance and momentum.
PR Strategy

Strategic Positioning: Elevating Algae Through Education and Influencer Trust

DPM developed an integrated media campaign showcasing Nutrex Hawaii’s clean sourcing, science-backed benefits, and alignment with leading wellness trends. A key pillar of the campaign was educating the public on Astaxanthin, positioning it as one of the most potent antioxidants available on the market, with benefits ranging from cellular protection and eye health to athletic recovery and heart support.  Additionally, we highlighted Nutrex Hawaii’s Hawaiian Spirulina as a nutrient-dense superfood, grown in pristine island conditions, which reinforces its credibility as a foundational supplement for wellness.

 



We built storytelling around the brand’s vibrant visual identity and leveraged key media moments such as antioxidant awareness, men’s health, and blue light protection to introduce Astaxanthin’s unique value proposition to a mainstream audience. The campaign activated brand-aligned influencers, wellness podcasts, and top-tier media outlets to spark curiosity, increase education, and drive demand for Nutrex Hawaii’s formulations.

Results

Our Results

  • Broadcast Reach: 8+ national/local TV placements with viewership exceeding 8M, including Rachael Ray, Fox 5 San Diego, Good Morning San Diego, and ABC 7.
    Online Impressions: Over 28 million UVMs across MindBodyGreen, Well + Good, Bustle, YourTango, Organic Authority, Reader’s Digest, and more.
  • Podcast Hits: Featured on shows like The Genius Life, That’s So Retrograde, Bulletproof Radio, and Olympic & Bundy, reaching audiences of over 1.5M combined downloads.
  • Social Media Amplification: Collaborations with popular health voices, including Max Lugavere, Tony Horton, Drew Manning, Ali Landry, and more, generating over 1.2M+ impressions.
  • Print Exposure: Multiple features in Better Nutrition Magazine (circ. 370,000).
  • Event Engagements: Featured at Wanderlust O’ahu, B Inspired Wellness Festival, IronMan, and VIP gift bags at the Hampton Classic.

Media Highlights: 

Total Media Impressions:
Over 30 million+ across TV, digital, social, podcast, print, and events

Business Impact & Why It Matters

The campaign significantly elevated Nutrex Hawaii’s visibility in a crowded wellness market, positioning the brand as a trusted source of science-backed, natural supplements. By securing national TV appearances, top-tier digital placements, and influencer collaborations, the brand reached new audiences and shifted consumer perception around microalgae-based products.

  • Credibility Boost: Appearances on Rachael Ray, MindBodyGreen, and features by health experts built third-party validation, making the brand more trustworthy in the eyes of both consumers and retailers.
  • Increased Consumer Education: The focus on Astaxanthin’s unique benefits raised awareness of an underrepresented antioxidant, expanding the brand’s market share in the supplements category.
  • Influencer & Thought Leader Alignment: Collaborations with respected voices in wellness helped Nutrex Hawaii build affinity with health-conscious consumers and drive social proof.
  • Market Expansion: By moving from regional to national exposure, Nutrex Hawaii strengthened its retail positioning and opened doors to new distribution and partnership opportunities.

Why It Matters:
This campaign showcases how strategic PR can transform a niche, science-based brand into a national player by using education, media trust, and cultural relevance. It also demonstrates that even legacy supplement brands can innovate their storytelling to stay competitive and grow their business.

Media Coverage