For the California Avocado Commission’s 2018 season, we aimed to build on the success of our “California by Nature” campaign with new messaging that would show our audience just how perfect California’s landscape is for growing avocados.
We needed to communicate something uniquely special about California while maintaining our campaign’s lighthearted, conversational tone and our bright, colorful visual style. This led to our insight. Californians know their state is home to amazing places, such as beaches, mountains and bustling cities, but they might not realize that California Avocados are grown just a stone’s throw away from those same destinations.
For this year’s campaign, we demonstrated that short distance through illustrations of our groves sitting in the foreground of locations across California. We worked with artist Tom Haugomat to create custom pieces for each of our key markets, showcasing the state’s iconic landscapes while highlighting how close our perfectly fresh California Avocados are to each and every one of them.
We were able to successfully build on our brand’s vibrant look and feel and bring our strategic approach to life by creating artwork that imagines what happens when you combine iconic California scenery with our state fruit.