DGWB Launches Hand Grown in California Ad Campaign for California Avocados

Released on: May 19, 2008, 3:08 pm

Press Release Author: DGWB Advertising & Communications

Industry:

Press Release Summary: DGWB launches its, \"Hand Grown In California\" campaign on
behalf of the California Avocado Commission, which highlights farmers\' personal
stories of passion and meticulous efforts that make the growth process unique.

Press Release Body: SANTA ANA, CA May 19, 2008 - DGWB Advertising & Communications,
the largest independent Orange County, CA ad
agency announced today the launch of its advertising campaign on behalf of
the California Avocado Commission (CAC). The California Grower Campaign features the
"Hand Grown in California" thematic emphasizing the artisan care that goes into
producing California avocados on more than
6,000 family farms from Central through Southern California. The campaign features
the stories of the California farmers responsible for growing the fruit.

During the discovery phase that ultimately led to DGWB's win of the $6 million
account, the agency recognized a macro trend: Consumers want to have "a face and a
place" associated with the food they eat.

DGWB's creative, account management and strategic planning teams worked closely with
the Commission's marketing team, conducting extensive interviews with family farmers
throughout California, as well as consulting with avocado handlers, retailers and
key players in the avocado supply chain in order to accurately communicate the history of California avocado.

The campaign features the California Avocado grower as the star in national and
regional television, radio, print, outdoor, online and in-store advertising. The ads
introduce consumers to third-and fourth-generation avocado growers,
husband-and-wife teams, ecologically advanced farmers, growers who left the industry
only to return to their true passion, growers with big farms, growers with small
farms and beyond. Their personal stories bring to life the meticulous care and
craftsmanship that California avocados require.

"What's great about this campaign is we didn't have to create anything that wasn't
already there," said Jon Gothold, executive creative director and partner of DGWB.
"These are real growers with real stories who have a real stake in doing what's best
for the fruit. All we had to do was show it."

From an agency perspective, the campaign itself was somewhat family-farmed as well.
The still photography was shot by Gothold and art director Stan Chow; the commercial
editing was done in-house by Aron Orton; the original music composed by Orton's
wife, Jeannette Kantzalis; and the commercial's end graphics produced by studio
artist Brandt Weisman.

The Hand Grown campaign provides the foundation for all of CAC's communications and
marketing, creating a truly integrated branding approach.

"The collaboration has been spectacular," commented Mark Affleck, president and
chief executive officer of CAC. "With such a strong strategic platform to
springboard all our communications, it's been incredible watching our partners, and
especially the growers that we represent, embrace the campaign. I have nothing but
confidence that 'Hand Grown in California' will provide differentiation of and
increase demand for California Avocados."

Campaign credits:
Executive Creative Director: Jon Gothold
Senior Art Director: Stan Chow
Copywriter: Kimberly Kohatsu
Production manager: Kathi Lamey
Logo design: Jonathan Brown and Michael Schwab
Photography: Jon Gothold and Stan Chow

TV Credits:
Agency Producer: Laura Morris
Director: John Perez
Production company: Notorious 24:7
Editor: Aron Orton
Music Composer: Jeannette Kantzalis


ABOUT DGWB
DGWB is the largest privately owned full-service advertising agency based in Orange
County. Founded in January 1988, capabilities include general market and Hispanic
advertising, design, promotions and interactive media. Clients include Toshiba
Copiers, KFC, Wienerschnitzel, Hilton Garden Inn, Children's Hospital of Orange
County and Yamaha Home Entertainment.


ABOUT THE CALIFORNIA AVOCADO COMMISSION
Based in Irvine, California, the California Avocado
Commission
was created in 1978 to develop markets for and increase consumption of California
Avocados on behalf of the state's 6,000 avocado growers. The California Avocado
Commission serves as the official information source for California Avocados and the
California Avocado industry.


Web Site: http://www.dgwb.com

Contact Details: Jon Gothold
jgothold@dgwb.com
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