Nature’s Way, the vitamin and supplement company has selected Publicis Groupe’s Spark Foundry for U.S. media duties after a review, the agency confirmed Wednesday. 

The firm spends an estimated $30 million a year on ads in the U.S. It had previously worked with U.S. International Media. 

Spark Foundry will be responsible for media planning and buying, data and analytics, search, programmatic and social media. 

For USIM the loss is one of two recent setbacks. In June the Chevy LMAs shifted their $200-plus million account to Dentsu’s Carat. 

Nature’s Way bills itself as “America’s leader in herbal medicine.”  Its brands include, Alive!, CalmAid and Ginkgold.