CASE STUDY 1 | vertically grown strawberries
bowery farming, new york
BOWERY FARMING STRAWBERRY LAUNCH
Role - senior manager, marketing / art director
Job To Be Done - Launch first fruiting crop (two strawberry types) for the largest vertical farming company in the US. Responsibilities included leading the cross functional go-to-market strategy, creative direction, social media strategy and partnerships.
Creative Strategy - Most consumers have never tasted two types of strawberry. So, we anchored the concept around the duality of Wild and Garden berries - from two tone packaging and giving each berry a personality. Our goal was to highlight the unique flavors and bring a whole new berry tasting experience consumers in the NYC market.
Channels - Social, Website, Print, Retail
Check out the landing page here - https://boweryfarming.com/strawberries/
Retail Partners - Neighborhood Goods (Chelsea Market), Edy’s Grocer, Talea Beer.
Results - Extensive press coverage (Bloomberg, CNBC, NYT) and product sell through in the first week.
Creative Partners - Chelsea Kyle, Drew Aichele, Phuong Nguyen, Colossus
Here, we introduce our Garden Berry. The classic, just picked from your backyard kind of berry.
The Wild Berry packs more unexpected punch - with tropical cues and nuanced flavor it’s personality shines through in each bite.
Grown vertically indoors, Bowery berries unlock the ability to grow multiple types at once, while unlocking new flavors of fruit.
Partnerships were developed to sell the berries in unexpected locations around NYC, with the goal to credential the flavor of Bowery Farming strawberries.