Brand the can.
SITUATION: For more than a dozen years, Vittles had the privilege of being agency of record for the California Olive Industry. California finds themselves in a constant state of defending their brands of black ripe olive against the cheaper, more readily available imported alternatives. It was our job to educate consumers on how to differentiate between imported and native olives, as well as to point out the exceptional quality of California ripe olives.
APPROACH: After initiating industry branding of all can lids with the California Ripe Olives logo, we set about differentiating the U.S. brands from the international. Imagine no USDA, no FDA, no EPA, nobody governing water quality, air quality, or food safety standards. This is the position we used to convince consumers that California Olives were superior to the imports.