Challenge
As a major supplier of tomatoes, cucumbers and bell peppers to the U.S. year-round, Farmer’s Best provides good quality produce at market rates. What makes them different? That was the challenge we took on in identifying what the “big blue box” meant to customers. It’s quality, reliability, ethics and responsibility. It’s all the things that make customers want to keep buying from them year after year. The big blue box is the icon that says – this is great produce!
Solution
Successfully developed a strong business-to-business social media presence Created a narrative for national brand recognition Developed the company’s most memorable advertising campaign to date As a B2B client, advertising for Farmer’s Best focused on the produce industry and the grocery trades. A combination of brightly colored, eye-catching print and digital ads announcing seasonal produce helped build its new year-round tomato, cucumber and bell pepper programs. Public Relations Led efforts to celebrate the company’s 50 years of operation in the U.S. Positioned Farmer’s Best as the leading Mexican produce brand for varieties of tomatoes, bell peppers, cucumbers, squash, grapes, mangoes, watermelon and kabocha available in North America Highlighted the company, its talented team of employees and its social responsibility efforts in the farming communities where Farmer’s Best produce is grown and packaged Social Media Establishing a strong social media presence was key in B2B brand building. In one year, there was 400% growth in followers. Weekly scheduled posts, content creation and managing engagement was key in strengthening brand loyalty across multiple platforms.
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