The Power of Leveraging Eighties Icons in Produce
- by Jordan Okumura
SALINAS, CA - Icons bring industries, demographics, and yes...fresh fruits and vegetable brands to the forefront of the consumer’s mind, and if you are looking for a pop culture and fashion icon to bring together generations, look no further than Brooke Shields’ partnership with Foxy Brand Produce.
Not only did she rock the '80s and '90s alongside names like Linda Evangelista, Naomi Campbell, Madonna, Cindy Crawford, Iman, and Cindy Lauper, but she also penned that Foxy partnership in 1989 that added fresh produce to her resume.
This partnership elevates actress and model Brooke Shields in her role model status as an icon of wellness, fitness, and healthy lifestyles for the company’s brand.
“Our goal is to bring value to our retail partnerships and beyond, and with Brooke Shields as a face for our campaign it not only provides our company with great publicity, it is also an effective differentiator across the United States' produce departments and peer groups,” President Tom Nunes, Jr., shares with me. “It is all about bringing brand recognition that can span multiple generations while also encouraging fresh fruit and vegetable consumption. We are excited to continue building on this campaign and partnership.”
The campaign has already kicked off and will run through June of 2019, featuring trade advertising and a series of billboards throughout the Northeast, Southeast, Southwest, and Great Lakes region that target millennial parents, Generation X, and Baby Boomers.
“Brooke Shield’s presence in health and wellness really aligns with our brand and mission. These elements were a huge part of our goal to reignite the program,” Laura Hastie, Communications and Marketing Coordinator, reflects.
Looking forward to watching this campaign go viral! Congrats, Foxy on the road ahead!