CHALLENGE
How do you convince people that buying citrus through the mail is better than buying it at your local grocery store? Not to mention paying quite a bit more for it.
KEY INSIGHT
The fact that the folks at Hale Groves in Florida’s famous Indian River region hand-pick the citrus fresh from the grove immediately after you order it, then hand-pack it and ship it that day was a true differentiator. The only way to get fresher was to pick it yourself.
EXECUTION
Our strategy was to focus on the “farm-to-table” trend and feature the source of the fruit—the grove itself. Plus put the passion of the family that has owned the business for generations at the forefront. We updated the entire look of the brand in the process. It’s now as fresh as their citrus.
IMPACT
After the brand makeover and the new story was integrated, Hale Groves saw a 17% lift in sales and acquired a slew of new customers, too.