Blog Insight

Brand Marketing Strategy: Taking Avocado beyond the Guac

Driven by consumer interest in healthier options, avocados are having a moment. But even as an early innovator and advocate of the versatile fruit (yes, it’s a fruit), Simplot Foods recognized the need to reposition its line of avocado products to be sure it stayed out front of new competition in the category.

In this GLGenius interview, we asked GLG’s executive creative director, Kalie Kimball-Malone, and director of market strategy, Molly Seaverns, to walk us through the strategic thinking behind the rebranding of Simplot Harvest Fresh Avocados. At a time when CMOs are thinking mightily about brand marketing strategy, the Harvest Fresh Avocados brand acts as an illustration of how to serve it up right.