NATURESWEET • EAT YOUR SWEETS •
NATURESWEET • EAT YOUR SWEETS •
Produce is produce, except when it comes to NatureSweet. Our goal was to drive brand recognition through our our delightful snacking tomatoes.
Our raised-right tomatoes are the best on shelf. Greenhouse grown, vine ripened, hand picked, ethically sourced, and B-Corp certified. Consumers recognized our iconic containers, but when it came to brand recognition, no one knew our name.
The Strategy
When people think of fun food, they tend to think of playful snack brands like Skittles, Snickers, and Cheetos. Yet, the produce category is seen as a necessary obligation versus a delicious treat.
Yet, NatureSweet tomatoes have unbeatable, delicious flavor that once you start eating them you can’t stop (p.s. it’s also good for you). So we asked ourselves, why should unhealthy foods get to have all the fun?
The Work
Our campaign Eat Your Sweets leverages the "Sweet" in our name and acts as a direct call to action to pick up our playful, deliciously sweet pack.
Our campaign taps into the joy and fun associated with eating sweets, yet it contrasts typical sugary snacks by promoting a healthier, binge-worthy alternative.
