What's great about this campaign is we didn't have to create anything that wasn't already there
Santa Ana, CA (PRWEB) June 3, 2008
DGWB Advertising & Communications, the largest independent Orange County ad agency announced today the launch of its advertising campaign on behalf of the California Avocado Commission (CAC). The California Grower Campaign features the "Hand Grown in California" thematic emphasizing the artisan care that goes into producing California avocados on more than 6,000 family farms from Central through Southern California. The campaign features the stories of the California farmers responsible for growing the fruit.
During the discovery phase that ultimately led to DGWB's win of the $6 million account, the agency recognized a macro trend: Consumers want to have "a face and a place" associated with the food they eat.
DGWB's creative, account management and strategic planning teams worked closely with the Commission's marketing team, conducting extensive interviews with family farmers throughout California, as well as consulting with avocado handlers, retailers and key players in the avocado supply chain in order to accurately communicate the California avocado story.
The campaign features the California Avocado grower as the star in national and regional television, radio, print, outdoor, online and in-store advertising. The ads introduce consumers to third-and fourth-generation avocado growers, husband-and-wife teams, ecologically advanced farmers, growers who left the industry only to return to their true passion, growers with big farms, growers with small farms and beyond. Their personal stories bring to life the meticulous care and craftsmanship that California avocados require.
"What's great about this campaign is we didn't have to create anything that wasn't already there," said Jon Gothold, executive creative director and partner of DGWB. "These are real growers with real stories who have a real stake in doing what's best for the fruit. All we had to do was show it."
From an agency perspective, the campaign itself was somewhat family-farmed as well. The still photography was shot by Gothold and art director Stan Chow; the commercial editing was done in-house by Aron Orton; the original music composed by Orton's wife, Jeannette Kantzalis; and the commercial's end graphics produced by studio artist Brandt Weisman.
The Hand Grown campaign provides the foundation for all of CAC's communications and marketing, creating a truly integrated branding approach.
"The collaboration has been spectacular," commented Mark Affleck, president and chief executive officer of CAC. "With such a strong strategic platform to springboard all our communications, it's been incredible watching our partners, and especially the growers that we represent, embrace the campaign. I have nothing but confidence that 'Hand Grown in California' will provide differentiation of and increase demand for California Avocados."
Executive Creative Director: Jon Gothold
Senior Art Director: Stan Chow
Copywriter: Kimberly Kohatsu
Production manager: Kathi Lamey
Logo design: Jonathan Brown and Michael Schwab
Photography: Jon Gothold and Stan Chow
Agency Producer: Laura Morris
Director: John Perez
Production company: Notorious 24:7
Editor: Aron Orton
Music Composer: Jeannette Kantzalis
DGWB is the largest privately owned full-service advertising agency based in Orange County. Founded in January 1988, capabilities include general market and Hispanic advertising, design, promotions and interactive media. Clients include Toshiba Copiers, KFC, Wienerschnitzel, Hilton Garden Inn, Children's Hospital of Orange County and Yamaha Home Entertainment. DGWB builds and nurtures meaningful relationships between its clients and their customers. Looking beyond transactions, efforts are focused on discovering the shared core values between brands and customers, creating meaningful connections, and then cultivating trust.
ABOUT THE CALIFORNIA AVOCADO COMMISSION
Based in Irvine, California, the California Avocado Commission was created in 1978 to develop markets for and increase consumption of California Avocados on behalf of the state's 6,000 avocado growers. The California Avocado Commission serves as the official information source for California Avocados and the California Avocado industry.