Hess Brothers Fruit Company

Strategic Goal

Bring a new variety of apples to a crowded produce market of “managed varieties” (the microbrews of the produce world), creating enough traction to support significant investment by the client and their many growers across the country.

Execution

Evaluating industry trends and data and understanding that a buying decision is made in the limbic, emotionally based part of the brain, Burgard developed a lovable, ethnically homogeneous “every daughter” to touch customers. Especially moms, the key decision makers in grocery purchases. Executing a variety of branding tactics—from a website to eye-catching displays—ensured that you can now find Sweet Cheeks apples (seasonally) at your local Costco and other major retailers.

Launch Project
Website Development
Brand Development
Product Placement
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