Naturepedic: Pivoting Production to Meet an Urgent Need.
Client
Naturepedic
Service
Crisis Comms & Brand Purpose
Industry
Wellness
Impact
400M+ Consumer Impressions
"A brand's values are revealed through action - responding quickly, keeping its workforce engaged, and offering masks at cost rather than for profit."
The Challenge
When the COVID-19 pandemic emerged, communities across the country faced an unprecedented shortage of protective face masks. For Naturepedic, an award-winning U.S. certified organic mattress and bedding manufacturer, consumer demand had suddenly shifted. Like many manufacturers, the company faced uncertainty about the future while wanting to support employees and the broader community.
The Opportunity
Naturepedic recognized an opportunity to use its existing manufacturing capabilities and organic cotton expertise to help address an urgent need. By adapting its production, the company began creating organic cotton face masks - made with the same commitment to quality, safety, and sustainability that defined its mattress business.
Our Strategic Thinking
ADIN recognized that this was more than a product story - it was a story about purpose, responsibility, and community action. Speed was critical. The goal was to communicate that Naturepedic was responding quickly to an urgent need, keeping its manufacturing workforce engaged, offering masks at cost rather than for profit, and supporting local organizations through donations - positioning Naturepedic as a purpose-driven company living its values during an unprecedented moment.
Execution
ADIN launched a rapid-response PR campaign beginning with targeted local outreach and video assets created by Naturepedic for broadcast opportunities. As media interest grew, the campaign expanded nationally - local and national media relations, broadcast outreach supported by video content, inclusion in frequently updated online face-mask resources and product listings, and storytelling around Naturepedic's organic manufacturing expertise and community commitment. The campaign also created opportunities to introduce new audiences to Naturepedic's broader organic mattress and bedding story.
The Results
The coverage was immediate and consistent - 195 placements and more than 400 million consumer impressions in a four-week campaign.
Why It Mattered
At a time of enormous uncertainty, Naturepedic demonstrated that a brand's values are revealed through action. The face-mask initiative helped maintain manufacturing operations, supported employees, and provided communities with access to needed protective products - while strengthening awareness of Naturepedic as the original organic mattress brand. The success of this campaign helped lead to a three-year continuation of ADIN's partnership with Naturepedic.
"At a time when our industry was flat, ADIN recognized the opportunity within our story and transformed our production pivot into a national awareness campaign. The resulting visibility delivered millions of consumer impressions, increased brand awareness, and supported sales during an incredibly challenging period."
Barry A. Cik
Founder and Technical Director, Naturepedic
Crisis communications and brand-purpose storytelling for a mission-driven manufacturing pivot.
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