CASE STUDIES

Calavo Growers

The Problem

The Calavo brand had suffered over the years as they competed in the price-based commodities market for produce. Some small competitors were out-maneuvering and having success against them.

Our Findings

Calavo Growers is the world’s largest marketer of avocados. In fact, they began as a growers co-op and can be credited with introducing avocados to the nation back in the early 20th century. This is a company with a great history. We helped refresh the brand to achieve two goals;

  1. To bolster it as a consumer brand to leverage it’s history and to begin to develop brand loyalty with customers.
  2. To begin to rebuild the corporate brand to attract and educate the top growers and buyers.

The Strategy

Our approach was to start at the top. We began with a corporate re-branding exercise to help begin the re-positioning. We launched a campaign in industry publications to tell the story about what made Calavo special.

Within Calavo there were other divisions and each needed it’s own unique brand-positioning for it’s target audience.

  1. Fresh Retail
  2. Ripening
  3. Food Service
  4. Diversified Produce

Each of these divisions had a unique audience and marketing goals and likewise we developed a targeted approach for each while keeping them all visually in the Calavo family brand.

CORPORATE

Calavo corporate letterhead

Calavo Website: Home page (Click image to get more information about Calavo.com process.)

Calavo corporate campaign targeting growers.

Calavo corporate campaign targeting grocery chain buyers.

Calavo corporate campaign targeting grocery chain buyers.

Calavo Grower Recruitment Brochure

FRESH RETAIL

Calavo Retail Guacamole Packaging

Calavo UHP Guacamole Sales Brochure

Calavo Retail Ad Campaign targeting buyers.

Calavo Retail Ad Campaign targeting buyers.

Calavo Retail Ad Campaign targeting buyers.

RIPENING

Calavo Ripening Brochure

Calavo Ripening Brochure: Inside front cover

Calavo Ripening Brochure: Inside spread

Calavo Ripening Brochure: Inside spread detail

FOODSERVICE

Calavo Foodservice Brochure

Calavo Foodservice Trade Show Booth

Calavo Foodservice Ad Campaign

Calavo Foodservice Ad Campaign

Calavo Foodservice Ad Campaign

DIVERSIFIED PRODUCE

Calavo Diversified Produce Sales Package

Calavo Diversified Produce Sales Package

Calavo Diversified Produce: Sales Sheet

Calavo Diversified Produce: Sales Sheet

Calavo Diversified Produce: Sales Sheet

Calavo Diversified Produce: Sales Sheet

Calavo Diversified Produce: Sales Sheet

Calavo Diversified Produce: Trade Show Booth

 

Calavo Avocado Bag Labeling

Calavo Avocado "Ripe Now!" Carton

The Results

Calavo immediately started to see evidence of the success of the brand efforts. The Guacamole products were a hit for Retail. The Calavo salesforce found buyer awareness and interest increase in it’s produce in addition to it’s avocados. Foodservice discovered new leverage as the sales tools and advertising opened doors. The storied Calavo brand heritage had been restored and began a proud new chapter.