WWD Digital Daily

Rae’s Latest Deal


Addison Rae is lending her influence to Vital Proteins’ latest campaign.

The TikTok influencer-turned-actress appears in the ingestible brand’s new campaign, titled “Every Moment Is Vital,” which was filmed by director Damien Chazelle. In the campaign, Rae gives insight into her own health and wellness journey and talks about the importance of social connection and “surroundin­g yourself with those who lift you up,” according to the brand.

Rae is joined in the campaign by model Iskra Lawrence and fitness experts Chase Tucker and Silvy Araujo, who all share their own health and wellness journeys.

“What makes one person feel vital is akin to an intimate patchwork, carefully crafted and woven over a lifetime of experience,” said Tracey Halama, chief executive officer of Vital Proteins, in a statement. “I hope that these stories inspire people to discover what wellness looks like for them, while reminding them that it’s often the simple, small things that shift your mindset and make the most impact.”

Rae first teamed with Vital Proteins in January, when the brand named her a global brand ambassador. She’s said to be a longtime fan of the brand, particular­ly its wellness gummies.

The campaign and ambassador­ship aren’t Rae’s first foray into the beauty world. In 2020, Rae launched her beauty brand, called Item Beauty, and last year expanded to fragrance with the launch of the AF Collection by Addison

Rae, which is a range of “moodbased” fragrances. She’s worked with several other brands on campaigns, including ManeAddict­s, Pandora and American Eagle.

Rae is one of the mostfollow­ed influencer­s on TikTok, boasting a following of

87.6 million. This year, Forbes named Rae the third topearning influencer on TikTok at $ 8.5 million.

For Vital Proteins, Rae’s ambassador­ship comes after the brand tapped actress Jennifer Aniston as its chief creative officer, where she assists in product developmen­t and brand strategy, as well as appearing in campaigns.

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