Client: Campoverde
Agency: MINDS Grupo Publicitario
Role: Digital Creative Director

Brand Refresh | Advertising Pitch

To win Campoverde’s advertising pitch, the creative team reimagined Campoverde as a vibrant fruits and veggies brand, while also showcasing all the great benefits these freshly packaged goods have to offer. As the creative team leader, I worked with art directors and copywriters to create a cohesive brand identity across mediums.

The new slogan “Frescura en su punto”, which roughly translates to “Freshness at its greatest”, reflects Campoverde’s unique value proposition: all the fruits and veggies are harvested and processed at the right moment to ensure the best flavor and nutritional value. Also, this message addresses the misconception that frozen produce loses freshness. 

With digital being the main communication medium for the brand, we decided to take a digital-first approach for the new visual identity. We used bright colors, patterns, and motion to evoke energy and vitality. Showcasing an active lifestyle was key to convey a relatable message, using cutouts we created a flexible visual identity that translates well from digital to print. This playful presentation distanced itself from other alternatives in the frozen fruits and veggies category.