Parent company: Pacific Produce
Founded in 2002, Pacific Produce began as the marketing and distribution arm of world-class Peruvian grower Agrokasa. Starting as a pioneer in importing Peruvian asparagus and grapes, the company has grown significantly over two decades.
Joy Bananas
Pacific Produce needs to launch Joy, their premium banana brand, in a commoditized market dominated by legacy brands like Chiquita, Dole, and Del Monte.
The Ask:
Campaign Idea:
Human Tension: As people, and espcially millennials, we all say we want to do better, but we don’t always have the energy and time to actually follow through.
The Insight: The planet doesn’t need more people who care, it needs more people who keep their promises, starting with themselves. But sometimes we need a nudge from things outside of outselves…
The Wake-up Call Worth Answering:
This campaign introduces Joy as the people’s banana and the outspoken accountability partner in a society where our decisions often have us frozen in place. Joy makes good-decision making simpler by nudging us via Wake-up Calls to remind us (and the world) to stay on track with your values and what’s really good.
Role: Strategy team member, Creative Director & Co-Designer
Moodboard
Based off of the strategy and the way we wanted to position the brand as the outspoken advocate for millennials, I wanted the visuals to reflect an archetype of the Outlaw. I felt inspired by art and designs that support activism and social causes. The collage-y, hand drawn elements, and bold, and organic shapes gave a feeling of authenticity and expression without constraints. I wanted to show Joy in a creative, fun light, especially within millennial and gen-z communities, to show Joy as not just a brand who refuses to conform to being a commodity but also as a friend who will hold you to a high standard.
The tone of this campaign is empowering, sassy, direct, but also nurturing. Bananas have been supporting the nutrition of humans since we were babies. They know how we make mistakes, help us when we’re in pain, and if they really had a voice, i’m sure they would be one of our biggest advocates.
