Here’s a crazy idea: if you can’t people to come to your orchard, bring your orchard to them.
clientOrchard Valley Harvest / JBSS
CategoryCPG — Experiential / Social / Brand
ScopeExperiential activation and social campaign for a health-conscious snack brand
THE CHALLENGEConnect health-conscious snackers to the authentic, farm-to-hand origin story of a natural nuts brand competing against heavily marketed category giants.
What made it boldInstead of telling the story, we brought a third-generation orchard owner on the road — taking the orchard directly to consumers in the field, on the street, and into social feeds.
THE SOLUTION
We had to whet their APPETITE for a little adventure.
We knew that snacks keep them on track with their healthy goals. they snack throughout the day and with purpose, primarily to satisfy hunger or provide a burst of energy. they rotate through a repertoire of healthy snacks, and brings them as they go about their day. They love snacking on nuts.
We wanted them to feel like the snack they chose was right from the field, so we brought the field to them.
Field Trip!
Orchard On The Go.
It seemed like an almost impossible idea, but we wanted to bring the orchard right to the consumer – not the other way around!
Meet Dickie the orchard owner
Dickie Salopek is 3rd-generation orchard owner. If anyone is going to know about natural snack nuts, it’s this guy.
Taking the OVH story on the road was the real challenge but it also was the boldest thing we could do. Seeing the reaction on peoples’ faces was really the best part.
Take a few minutes and see how this idea came to life.
A snack so good we just had to share