Brief: I was approached by West Coast agency, Capobianco to develop an idea to promote Muir Glen Organic Tomatoes. The ad strategy focused on the fact their tomatoes are canned mere hours after being picked in the summer. Tomatoes you see outside of cans in November tend to be messed with chemically or imported from halfway across the world.
Idea: If you want the freshest tasting toms, get the tinned organic kind as frankly, any other tomato you see outside of a can in Boston wouldn't naturally be around. To illustrate this, we placed thousands of toms around landmarks in Boston sporting a sign "I shouldn't be here." A QR code on the reverse provided a coupon to be redeemed in-store.
Working with the Mayor's office of Boston, we donated all the tomatoes along with 3,000 cans for their annual can drive.
Results: Double digit rise in sales in the Boston region. Numerous media mentions and tens of thousands of "walk by" impressions.