Tropicana introduces its orange growers

The PepsiCo brand has launched a TV and print campaign that peeks behind the groves to reveal the talent that creates its goods.
Tropicana

Tropicana is introducing consumers to the people behind its orange groves and juicing process with a multimedia campaign featuring some rather charismatic orange growers.

The campaign, which was planned by OMD with creative by Juniper Park and marketing execs at the brand’s parent company, PepsiCo, will appear on TV and print platforms for the next six months.

The brand wanted to reinforce its message of “Pure Premium” juice through spots that show the passion and craftsmanship that goes into the production process, Terry Drummond, ECD, Juniper Park tells MiC.

“I think now, more than ever, people are really interested in where their food comes from and they want a lot of transparency around that,” says Drummond. “It’s a very natural route to take, to introduce your consumer to the people that grow their food.”

The commercials will air during Rogers, CTV, Shaw, TVA and specialty programming, and the brand also chose to target a strong female audience with ads in national lifestyle magazines such as Canadian Living, Chatelaine, Today’s Parent and Coup de Pouce.

PepsiCo is no stranger to campaigns that get back to the roots of the products, having found success with a similar strategy for Lay’s potato chips.