Background

Pacific Produce needs to launch Joy, their premium banana brand, in a commodotized market dominated by legacy brands like Chiquita, Dole, and Del Monte. The challenge is to break the commodity perception and establish premium positioning and to create a dual-audience strategy that works for B2B partners and end consumers.

THE ASK

Create a cohesive launch campaign for Joy that elevates bananas from a commodity to a premium brand.
Prove value to B2B partners to justify premium pricing while driving consumers to choose Joy.
Showcase Joy’s sustainability, reliability, and partnership advantage across all B2B and consumer touch points.

findings

Life feels heavy for everyone right now, B2B and consumers alike.

Problem

We’re living in a moment that feels heavy. Life feels more serious than ever.

insight

We feel like we’re under pressure to act serious, like we have no space for Joy.

But in a moment that feels heavy, Joy is what we need most… And we have the opportunity to show that there is absolutely space for Joy, and we can be that Joy, all while doing seriously good work…