Client Need: Hirakata Farms has been producing those “Always Fresh, Sweet & Juicy” Rocky Ford Cantaloupes, Honeydews, and Watermelons since 1915. They are the lead packer for the Rocky Ford Growers Association and they have invested heavily into upgrading their packing shed as their ongoing commitment to quality and food safety. As the face behind the brand, cousins Michael and Glenn Hirakata wanted to ensure that the brand’s message would be top-of-mind for consumers (and grocery buyers) during the peak summer month of August.
Solution: When you think of melons during the summer, it’s all about refreshment and appetite appeal. So why not show off these delicious products? Our philosophy when it comes to outdoor copy is keep it short and (no pun intended) sweet. With the message created we worked with CBS Outdoor, to select prime poster locations in order to maximize “Eyes On Impressions” within the budget. The result: Over 1 million “refreshed” drivers!