As avocados surged in popularity, new brands were challenging the leadership position enjoyed by Harvest Fresh Avocados, a subbrand of Simplot Foods. They needed distinct positioning to show restaurateurs that their versatile product could enliven menu items, not to mention business.​

My team executed a full brand refresh—including positioning, messaging, and advertising I authored—that served to reestablish the unique and modern personality of the brand. To further the brand distinction, bold imagery and a new tagline positioned “The Fruit of Inspiration” as the creative authority for fresh ideas in a category in desperate need of them.