As the Art Director and Graphic Designer for the California Avocado Commission for the Foodservice Trade Audience, the 2016-17 Ad Campaign was all California! The Message, “INSIST ON CALIFORNIA, utilizes California-centered headlines, mouth-watering "prepping" photography and appealing recipes for the cooking audience. Our audience consist of Chefs for chain and white tablecloth restaurants and college and hospital cafeterias. California Avocados are a premium product: higher priced and only available at special times during the year. Their competition is a lower quality product but available year-round. Positioning them as the only premium avocado choice for fresh California Avocados- sets them apart. The California styled headlines and copy added to the creative positioning. I propped photo directed and produced the Ads. The Ads ran in National Publications such as Plate Magazine and Restaurant Business to name a few.
CATEGORY Print
CAPABILITIES Art and Photo direction, layout, color, typography, Photo propping
California Rocks
Avocado Shrimp Ceviche
California Rolls
Avocado California Roll Sushi
CATEGORY Print and Collateral. Toolkit for Chefs, Handling Guide for Grocers and a Retractable Tradeshow banner
CAPABILITIES Art and Photo direction, layout, color, typography, Photo propping
California Shakin'
Avocado Steak Mini Tostadas
California Roll
Avocado California Roll Sushi
California Rocks
Avocado Shrimp Salsa
