Thank you for the opportunity to present some of our favorite work that we feel addresses what you’re after for Pete and Gerry’s. It always feels good to be aligning with an enlightened company that sees the world like we do — dedicating your energy to improving people’s health and happiness. That shared perspective creates a unique bond between us and our clients. We believe it’s part of our secret sauce for lasting relationships.

Below, you’ll find a selection of work that engages with viewers on a more emotional level, injecting warmth, personality and humor into the marketing for these brands. For each, we tried to cover off on both video and static assets to correlate with the deliverables for this project. Please let us know if there are additional questions we can answer.

With aspirations to expand the massive popularity in their home region to the nation, we needed to spread the word that Honey Smoked Fish’s unique, proprietary smoking method for their fish delivers the most flavorful taste on the market. By never freezing and immediately sealing after smoking, it’s a taste that’s almost hard to believe for salmon — a reaction commonly observed upon first bite.

Our Objective: Through a rebrand and their first national advertising campaign, integrate the idea of just how shockingly tasty and versatile Honey Smoked Salmon can be — along with the quirkiness the brand is well known for — into an arresting package design and campaign.

Kiwi is the No. 20 selling fruit in North America because typical shoppers stay within the ABCs (Apples, Bananas, Citrus) when it comes to buying fruit. This factoid illustrates the consideration problem that New Zealand brand Zespri faced when it was launching its newer, sweeter yellow variety of kiwi, the SunGold, in the U.S. market. Our Objective: Build trial of the tropically sweet SunGold Kiwifruit by getting people to stop buying produce on autopilot.

We introduced the concept of wandering and conceived a campaign platform to encourage American shoppers to let their taste buds try something new — the tropically sweet, deliciously nutritious, yellow kiwi. Advertising likened the experience of shopping for and tasting a SunGold Kiwifruit to exploring an unknown, magical world that’s hidden right in their local supermarket’s exotic fruit section.

Big insurance is a bureaucracy designed to serve big corporate customers and rake in the dollars. Our Objective: Help people realize there’s actually a health insurance company with a mission to serve individuals who buy their own health insurance. We needed to communicate that Friday is purpose-built specifically for them by focusing on overall simplicity and no-nonsense health plans.

With simple, yet bold messaging and an endearing and atypically humorous tone, we highlighted the advantages Friday offers to the people who buy health insurance on their own terms — the independents. By communicating that Friday listens to members and provides the benefits they actually want, we drove people to question the status quo of big insurance and get a quote during open enrollment.

If you’ve ever road-tripped across North America, you’ve seen it. That bright yellow KOA sign. The problem? Although brand recognition tested through the roof, the majority of people had no idea what actually goes on at the campgrounds behind that sign. Our Objective: Help KOA use their famed yellow icon to change the perception of camping from an activity that required “roughing it” to an experience welcoming anyone who simply loves the great outdoors.

Our campaign took a unique approach to media by targeting creative executions to specific day parts and used sensory experiences to stir up visceral, emotional feelings among viewers.