MURRIETA, CA - West Pak Avocado has announced some delightful news today, revealing that it’s The Avo Effect campaign, a collaboration with San Diego-based Visual Content Agency (VCA), has won a Silver ADDY at the San Diego 2021 American Advertising Awards. The competition is one of the largest of its kind and received over 35,000 submissions, showing the magnitude of this recognition.
“We are honored to have collaborated with Visual Content Agency on such an inspiring project to show how impactful our avocados have [been] on our employees, customers, businesses, and organizations around the globe. We're overjoyed to see those efforts recognized by the American Advertising Awards,” said West Pak Avocado Marketing Manager George Henderson.
The Avo Effect took home a Silver award in the Integrated Advertising Campaign category, according to a press release. Originally launched in 2019, with installments throughout 2020 to spotlight the avocado industry, the campaign was concepted and produced by VCA.
The campaign features emotionally compelling stories of how West Pak avocados have made a global footprint on trade, retail, foodservice, commissions, organics, sustainability, and social media.
"The Avo Effect was designed to bring the impact of the avocado to life online by showcasing the various industries that it positively reaches,” Visual Content Agency Co-Founder and Creative Director Vincent Apodaca said. “At VCA, storytelling is key, and it was an honor to have the opportunity to travel globally with West Pak to produce the compelling message this campaign brings."
In tandem with the campaign, the agency cross-promoted on various digital mediums and content formats including infographics, blogs, social video, email marketing, trade media, and West Pak’s own blog. The result was meaningful conversations sparked around the impact of avocados and buzz around the category that led to the partners winning the ADDY award.
"It's an incredible collaboration to be working with the West Pak Avocado team," added Visual Content Agency Co-Founder and Director of Strategy Amy Hadrys. "Strategically, we analyzed the global epiphany the avocado has created to develop episodes that honed-in on the company's target audience and avocado fans. It's amazing that the avocado has created such a societal mark, and we are part of this journey."
Visual Content Agency created, directed, and produced The Avo Effect in partnership with the West Pak Avocado sales and marketing team and through the efforts of The Purely Visual PR, All Good Productions, Dominique Labrecque Photography, David Berry Productions, and others.
To see The Avo Effect series, click here.
Congratulations to West Pak and all those involved in the campaign for this win!
