Longtime client Sunsweet Growers teamed up with California Prunes to tap into a rising food movement—flexitarian eating. With a new fund dedicated to health-conscious snackers, we were brought in to lead an integrated awareness campaign targeting both loyal fans and curious newcomers.
Agency: Rhythm Agency
*My Contributions
Art Direction*
Campaign Strategy*
Social Media Creative*
Landing Page Design*
Headline Copy*
Presentation Design*
We developed the campaign concept "Flexibly Delicious. Amazingly Good. Totally Snackable."—a fun, flavorful invitation to the flexitarian lifestyle. With "Naturally Perfect for Flexitarian Diets" as the anchor slogan, our creative concepts would be stretched across paid media, social content, and landing pages designed to drive traffic and educate.
To connect with the people behind the produce, we created a parallel campaign for the grower community: "Thoughtfully Grown." With messaging like “Born and raised in paradise. Basking in rich soils and good vibes,” we honored the pride, place, and care that goes into every prune.
This campaign gave Sunsweet a compelling, ready-to-launch platform to engage a growing flexitarian audience—while spotlighting the story of its California growers. By blending playful positioning with strategic depth, the work laid the groundwork for future marketing, stakeholder alignment, and cross-partner collaboration. A smart step forward, even before going public.
