The FLAVOR you wish you could taste.
In taste tests, consumers couldn’t tell the difference between California Avocados and others from places like Mexico. Ut-oh.
But when we looked again, the focus groups were disappointed if they liked the others and excited when they “got it right” with ours. Especially hard core Californians. Just like that, we had an idea. Our brand strategy would have nothing to do with the literal taste. Eating a California Avocado is all about it makes you feel. Because our avocados aren’t just made in California. They’re made of California.
Insight
We partnered with dozens of California artists to turn the “CA” in the word AVOCADO into representations of what they love about California. These art pieces would serve as the foundation for the entire campaign.
The Idea
Our goal with video is flexibility so we can optimize depending on the media and message. These art pieces could be combined into a montage or stand alone.
Videos
Out-Of-Home
These art pieces allowed us to create one vibrant, cohesive campaign.
The right merch makes for great social content and can turn consumers into advocates for your brand.
Merch
