Emotive x Perfection Fresh.
Fresh produce company Perfection Fresh has appointed creative agency Emotive to lead its brand and campaign work.
Perfection Fresh will join a roster of brands including Google, Audible, Revlon, Pernod Ricard, Unilever, Breville, Mount Franklin, Wotif, Optus and more.
Emotive CEO and Founder Simon Joyce said the partnership is a huge opportunity to use creativity to challenge deeply entrenched conventions in how Australians shop for fresh produce.
“There's so much untapped brand potential and the chance to elevate Perfection Fresh to a position where consumers want to trade up is an exciting challenge,” Joyce said.
“What makes it even better is how ambitious the team are to create ideas that genuinely change how people feel.
“We’re thrilled to be on board and already feeling the momentum with the team.”
Emotive will roll out Perfection Fresh’s refreshed brand identity and develop brand and product campaigns for hero lines like Broccolini®, Qukes® baby cucumbers, Mix-a-Matos® and more.
Perfection Fresh has generated more than $900 million in annual revenue and has eight farms around the country.
Perfection Fresh chief marketing & innovation officer Luke Gibson said that fresh produce branding is still a foreign concept for most consumers in what's traditionally seen as a commoditised category.
“We needed an agency that could push creative boundaries across both traditional and non-traditional channels with ideas that avoid the dreaded ‘meh,’ Gibson said.
“Emotive’s track record in using emotion to influence behaviour and drive decision making alongside the agility that comes with independence, made the choice easy.
“We’re excited to bring the work to life together.”
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