Project Overview
Here’s something to chew on: Can you name the brand of broccoli you buy? How about grapes? Bell peppers? The point is, brands and produce don’t usually go together. Chiquita bananas is a notable exception and we were tapped to create another one. NatureSweet Tomatoes has been the leading grower of premium fresh tomatoes in North America for over 15 years and it was time to get credit for it.
Their target consumer, affectionately called “Anna,” loves NatureSweet Tomatoes. The problem is, she doesn’t realize she’s buying NatureSweet. She buys those “little tomatoes in the cute packages.” With increasingly crowded space in the produce aisle and copycat competitors moving in, NatureSweet knew it had to invest in its brand to increase awareness and drive intentional preference.
The thing about food these days is that shoppers are taking a magnifying glass to it - learning how it’s grown and where it comes from. They want to know that they’re feeding their families all the good stuff. Not only that, but they want to make sure the companies they support are doing right by the environment and the people they employ.
And Anna is no different. She’s the discerning head of household who faces the daily struggle of balancing life’s demands while being a good parent. With all the decisions she makes daily, it seems almost overwhelming to constantly choose what’s best for her kids. But Anna knows that the harder she works at it and the more she invests in her children’s upbringing, the better her kids will turn out.
In other words, Anna thinks a good upbringing is invaluable.
NatureSweet believes that too. And it shows in their innovative growing practices. They care for their tomatoes every step of the way - going to great lengths to make sure their tomatoes are perfect. They never cut corners and never stop striving to be better, because they know that the harder they work, the sweeter their tomatoes will be.
The similarities were too great to ignore. And our idea was born: NatureSweet Tomatoes aren’t just the best-tasting tomatoes in the world – they are also tomatoes raised right.
Since NatureSweet has a big story to tell, we have to be strategic about how we use media. We know we can’t tell the whole story everywhere, so we focus on using each medium to its full potential.
In TV, we focus on the highest calling of the brand - NatureSweet Tomatoes are raised right - and we create short and sweet (pun intended) 15-second animated spots about animals raising their children right - keeping the tomatoes front and center.
Play “Ducks”, “Frogs”, “Lions” and “Birds”
Online, we built an experiential website. Here we can tell Anna our full story, giving her the proof behind why NatureSweet Tomatoes are raised right.
Screen video of the website that demonstrates the above
Our digital display ads spout little growing teasers, that ultimately drive to the website.
In print, the layouts are always refreshingly simple – helping them stand out from other crowded content. Read on, and the body copy proves NatureSweet’s “raised right” claims.
As for social, we mix our line-drawn character animations with lifestyle shots, package hacks, recipes, and creative ideas to brighten Anna’s day. Playing off holidays or big pop-culture events makes sure NatureSweet is always top-of-mind.
After launch in Minneapolis as a test market, the results reaffirm an idea raised right: NatureSweet sales have increased by 75 percent. And 50 percent of traffic to the website has come from organic search – which means Anna is actively looking for NatureSweet to learn more about the brand.
Client
