PACIFIC PRODUCE
STRATEGIC PLANNING
RESEARCH
COPYWRITING
CREATIVE STRATEGY AND EXECUTION
Ps
Ai
2025
BACKGROUND
Pacific Produce is launching Joy, a premium banana brand, into a category defined by sameness and dominated by legacy players like Chiquita, Dole, and Del Monte.
The challenge: elevate bananas from commodity to premium while speaking to both B2B partners and everyday consumers.
The paradox? While brand-led marketing drives stronger long-term value, the produce industry still leans on heritage and mascots, leaving space for Joy to lead with transparency, sustainability, and partnership.
THE ASK
How might we launch Joy in a way that does it all at once?
- Convince B2B partners that Joy is a strategic differentiator worth premium pricing
- Inspire consumers to choose Joy over commodity alternatives
- Position Joy as a thought leader in sustainable produce
The goal: one cohesive campaign that works seamlessly across every touchpoint while speaking differently, but consistently, to each audience.
Our Audience
Meet Alex
Alex is the retail manager at Wholefoods.
She genuinely cares about fulfilling customers' desires.
But she’s also worried about product quality, supply consistency, and profitability.
With no ideal partner in sight and the pressure to get it right, she sticks with the status quo.
Our Audience
Meet Olivia
Olivia sees herself as a conscious shopper avoiding plastics, cutting back on meat, trying to make better choices for the planet and her health.
But life is busy: two kids, a partner, a demanding boss, a dog to walk.
Sustainability decisions pile up. Social media only amplifies the pressure.
And she feels guilty… for choices she hasn’t even made yet.
The strategy taps into the sea of daily decisions that leave us overwhelmed. In moments of everyday friction (traffic, endless emails, a failing GPS) you can choose frustration or choose Joy.
The campaign contrasts gray, monotonous scenes with vibrant bursts of yellow, turning the simple act of peeling a Joy banana into an instant emotional reset.
Trade Show Booth Concept
