The Avo Effect

Integrated Advertising Campaign


Determine a way to creatively diversify West Pak Avocado’s online voice as a worldwide organization and their relationships with their industry, customers and global responsibility.


Our team conceptualized and produced the six-part video campaign titled, The Avo Effect that shed light on the global phenomenon the avocado has sparked at West Pak Avocado and within the produce industry. The Avo Effect campaign launched in October of 2019 with installments throughout 2020 and shed light on the amplifying avocado industry, covering emotionally compelling stories of how West Pak avocados have made a global footprint on trade, retail, foodservice, commissions, organics, sustainability, and social media influence.


In 2020, The Avo Effect won a Silver ADDY in the Integrated Advertising Campaign category at the San Diego 2021 American Advertising Awards. One of the largest competitions of its kind, the American Advertising Awards attracts nearly 35,000 submissions each year.