Yerba Madre × Allaway

The Client

Who is Yerba Madre?

Yerba Madre is a premium yerba mate brand built for a generation that demands more from what they drink. Rooted in the ancient South American tradition of yerba mate — a ceremonial, communal beverage steeped in culture and community — Yerba Madre brings that heritage into a modern, lifestyle-led context. Clean ingredients, considered branding, and a product designed as much for the shelf as for the ritual.

The brand sits at the intersection of wellness, creativity, and community — speaking directly to the content creator, the outdoor adventurer, and the culturally curious consumer who's moved on from energy drinks and is looking for something with a story worth telling. Yerba mate's natural caffeine, theobromine, and antioxidants make it a genuine functional choice. Yerba Madre's positioning makes it a cultural one.

In 2026, Yerba Madre partnered with Allaway for their inaugural brand activation — 150 content creators, one branded weekend, one unforgettable venue. The activation took place at The Acres, Allaway's flagship 400-acre campus in the Pocono Mountains. Every touchpoint, from the arrival experience to the closing night, was Yerba Madre from start to finish.

Client Yerba Madre ↗

Concept Creator Brand Weekend · Fully Branded

Category Brand Activation · Experiential

Allaway Partnership 2026

Event Format Multi-day Brand Activation

Venue The Acres · Pocono Mountains, PA

Creators On Site 150 content creators

The Brief

Camp Yerba
The Acres, PA

150 Brand Ambassadors 3 Production Teams 3-Day Activation Debut 2026

Turn 150 ambassadors into true believers — and send them home with content worth posting.

Yerba Madre didn’t want a brand trip. They wanted an immersive three-day experience that felt lived-in from the first sip — every touchpoint branded, every meal intentional, every moment built for the camera without feeling like it was built for the camera. Three simultaneous production teams ran content capture across the property while Allaway handled the full operational layer: accommodation, F&B, programming, environmental branding, and the kind of logistical depth that lets a creative team stay creative.

Full venue branding 3-team content capture Custom F&B program Ambassador accommodation Environmental graphics Programming & scheduling On-site creative direction Brand merch & gifting

Event Sourcing

Licensing

Food & Beverage

Talent Management

Event Programming

Media Content

Customer Service

Transportation

Camp Yerba · The Acres, PA Camp Yerba at The Acres, produced by Allaway for Yerba Madre

The Experience

Three days at The Acres. Fully theirs.

Camp Yerba wasn’t a brand trip with a schedule — it was a complete takeover. 150 brand ambassadors arrived to a property dressed entirely in Yerba Madre’s world: custom signage, branded F&B from the first morning coffee to the last evening session, and three concurrent production teams capturing it all without ever making the space feel like a set. The Acres gave Yerba Madre 400 private acres and Allaway gave them the operational depth to fill every corner of it — from morning programming to late-night moments that nobody planned but everybody posted.

The Acres · PA 150 Ambassadors 3 Production Teams Full Property Takeover

On-Site Branding

Every corner of The Acres. Branded.

The brief wasn’t to put logos on things — it was to make every space feel unmistakably Yerba Madre. The Lodge, The Barn, The Flagpole, The Bar, The Bunks: each venue within the property was treated as its own branded environment, with custom signage, F&B packaging, environmental graphics, and material choices that carried the brand from the first check-in moment to the last morning coffee. Guests didn’t move through a venue with Yerba Madre branding. They moved through Yerba Madre.

The Lodge The Barn The Flagpole The Bar The Bunks Full Venue Dressing

Camp Yerba · The Acres · 2026

Branded environment at Camp Yerba, The Acres, produced by Allaway

Custom signage at Camp Yerba, The Acres, produced by Allaway

Branded food and beverage service at Camp Yerba, produced by Allaway

Yerba Madre branded packaging and bar service, produced by Allaway

Environmental graphics at Camp Yerba, The Acres, produced by Allaway

Branded venue dressing at Camp Yerba, The Acres, produced by Allaway

The Acres · Pocono Mountains, PA · 150 creators

Social Performance

10 days.
Beat a whole month.

Camp Yerba outperformed Yerba Madre's own Earth Month campaign — their biggest annual push — in roughly 10 days. 2.09MM views on owned channels vs. 1.6MM in a full month. At $0 per-creator cost.

2.5MM Total Social Views Across all channels

83K+ YM IG Engagements First 10 days

~$150K+ Earned Media Value On par with a paid creator retreat

$0 Per-Creator Fees Paid All content from superfans

94% Would return next year — gave 10/10 Post-event survey · n=62

98% Tried a new Yerba Madre product at camp 84% changed their go-to flavor

5% YM IG engagement rate post-camp vs. 4% monthly benchmark

56% Asked a store, café, or gym to carry YM after camp Real-world retail action

Word of Mouth

Every attendee left as a megaphone.

People told about camp or Yerba Madre ~4,890

Of those, went on to actually try it ~2,010

Already posted on social — another 21% planning to 74%

More likely to recruit new Ambacebadores 94%

Formed friendships they expect to keep 98%

"I didn't expect to meet friends that would continue outside of camp. Now we constantly have Yerba Madre to talk about." Gina Kong · Camp Yerba 2026 Attendee

Earned Reach

1.1MM+ earned reach from attendees' own audiences.

Daily viewership vs. Earth Month push ≈4×

Views from the @ambymadre account alone 691K+

Connection to the Ambacebador community (out of 5) 4.6/5

Looked for YM somewhere it wasn't already carried 56%

Expect to increase monthly purchase after camp 65%

Product Impact

Camp moved the flavor wall.

~15 → ~18 Projected cans per month, pre- vs. post-camp. Approx. +18% lift.

#1 New Cherry Sublime became the #1 new go-to flavor post-camp

65% Expect to increase monthly purchase after attending

Brand Build

A sample of the customized
Camp Yerba branding.

Scroll to explore

The Result

In their
words.

The guests said it better than any pitch could. Every line below was posted publicly by a Camp Yerba attendee in the days after the weekend.

“I had such an amazing week full of fun, deep conversations, lifelong memories, and most importantly: a belly full of Yerba. Huge shoutout to everyone at Yerba who put this together and gave us the best time — especially the team over at Acres, who were phenomenal.”

Camp Yerba attendee · Instagram

“Camp Yerba, you will forever have my heart. We've made so many amazing new friends.”

Camp Yerba attendee

“It is something more than just a drink. It's a company and a brand that believes in making the right choices — building back communities, building back the environment, building something better.”

Camp Yerba attendee

“This is the most welcoming and open I've seen a summer camp be. You make new friends at every single activity.”

Camp Yerba attendee

Seen on Instagram

Creator content from the weekend

Ticketed Event

Bad Magic Comedy Festival

Ticketed Event

Camp No Counselors

Industry Summit

Paul Mitchell Summit

Brand Activation

100 Thieves

Work with us

Let’s build something.

A reply within two business days. No back and forth. Tell us what you’re building and we’ll tell you how we’d do it.

Let’s Begin

Yerba Madre × Allaway

Who is Yerba Madre?