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Award-Winning World Herb Day Campaign


Thompson's World Herb Day
Art Station at World Herb Day
Silent meditation at World Herb Day
Herb Display at Thompson's World Herb Day
Guests at World Herb Day
Exploring herbs at Thompson's World Herb Day
Guest at the Thompson's World Herb Day Pop Up Store
Art Station at World Herb Day
Host Sarah Davidson at Thompson's World Herb Day

Project Details

MAXCo.LAB was proud to work with Thompson’s, in partnership with Chemist Warehouse to bring World Herb Day to Australia and New Zealand for the very first time.

To celebrate the occasion, more than 300 media, key opinion leaders and consumers joined the brand at The Grounds’ Linseed House. Visitors were treated to an empowering and educational afternoon of health, healing and herbs - from silent meditation to herbal art classes, a healthy juice bar, a beautiful herbal store and even, a world of herbs garden. To continue the journey, visitors can visit the Herbalist Hub on, a new hub of herbal resources and expert collaborations.

The campaign brought to life the brand’s tagline and promise as the Master Herbalists dedicated to making herbal education accessible to all.

Not only did products at the Chemist Warehouse pop-up sell out on the day, The World Herb Day campaign coincided with ATL activity and retailer promotions to achieve the strongest QTR in the last 3 years with growth outpacing the total VMS category. The campaign also resulted in over 200 content pieces shared on social media, generated 350 pieces of content for the brand, 8.2 million social impressions, 6 million publicity reach and an impressive 2.2 million KOL generated impressions were delivered on the day.






Health & Wellness


  • Art Direction
  • Brand Strategy
  • Campaign Creative
  • Campaign Development
  • Communications Strategy
  • Consumer Activation
  • Creator Strategy
  • Event Production
  • Publicity
  • Research & Insights

Work Highlights

Whispering Angel in the Queenstown snow with helicopters
Jadè Brycki at the Heinemann Sydney Airport Luxury Precinct launch created by MAXCo.LAB
MAXCo.LAB's Client Hermès Brisbane store front.