THE ASK

Sunkist wanted us to expand their current target demographic to include millennials, while maintaining their values of advancing in quality, sustainability and purpose.

THE SOLUTION

As their social AOR, we developed campaigns that brought out the vibrance of the citrus, highlighted our growers, and shared wellness benefits through flu season to drive purchase in a time when fruit isn’t top of mind. We executed an in-house macro shoot where we captured both static and video assets. From patterns to color blocking, we created vibrant and eye catching content to leverage across social.

Our hand lettered series worked to highlight Sunkist’s values, their Growers Cooperative, and naturally grown citrus.
In tandem, we developed a Seasonal Varietal campaign that visually highlighted the citrus currently in-season.

And during Flu Season we launched our Flu Fighters campaign that leaned into wellness tips to keep your body strong.

BRAND CAMPAIGN | KEEP GROWING

Outside of our day-to-day social campaign work, Sunkist challenged us to create a millennial-focused campaign for our spring takeover. The hub of our campaign took place in Pittsburgh, where we tactfully created activations with the goal of increasing brand awareness and engaging consumers. From a custom 4D VR experience, to projection mapping in a subway, an East meets West collaborative mural and the incorporation of Snapcodes on citrus at a 2-day pop-up event, our campaign reached our audience in an interactive way while being supported by traditional paid media placements.

We created transit ads that spoke specifically to our target in Pittsburgh, bringing the grove to life in one of the coldest cities in America.

At our pop-up event, we created a 4D VR experience where people were not only visually transported to the sunny groves of California, but could breathe in the citrus air.

THE RESULTS

26+ million impressions | 8% lift in unaided brand awareness | 1.3+ million social actions
And we left Pittsburgh a much warmer place that we found it!

AD + DESIGN | Priscilla Karamzadeh
TEAM | Christopher Swanson (ACD), Alexander Sutton-Hough, Gabe Duran, Jen D’Angelo, Michele Pappas, Ben Greenberg