Orchard Valley Harvest – Challenge
Orchard Valley Harvest was undergoing a renaissance as a brand, expanding product line and winning new distribution.
As they sought to build on the brand, though, they realized one small problem: through our own research we found that our Millennial target had no understanding of what an “orchard” was – and how wonderful or important they are.
How could we dramatize this, and bring this unique brand difference to life?
Strategy
The reason no one was relating to “orchard freshness” was because the definition of an orchard was unclear for most. We rose to that challenge:
GET – People who had no understanding of the natural freshness of a real almond orchard
TO – Believe that nuts harvested straight-from-the-orchard are good for their soul – and closer than they know
BY – Putting them in an orchard experience
Content
The notion of an orchard conjures up so many sensory things. So we realized that the only way to do that justice was to take the orchard on the road. Which we did.