Peelz’ Brand Launch Campaign Hilariously Highlights the Simplicity of Mandarins

Venables Bell + Partners

Полный комплекс услуг

San Francisco, United States

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Family-owned business Peelz that has been a critical player in the citrus industry for years. Three generations of the Parnagian family have been growing, packing, and supplying mandarin oranges for the most well-known names in the industry and grocery aisles. However, Peelz has recently decided to branch out on its own and launch its first brand campaign with agency partner Venables Bell + Partners.

Little has changed with mandarin oranges for the past 3000 years (give or take). You peel them, and then you eat them. However, the simplicity of this snack has not been lost and became the sole focus of their new collaborative launch with VB+P, the “THIZ IZ PEELZ” campaign. The new campaign features John Birk, an anti-spokesman character who has the redundant job of being the product demonstrator accompanied by an oddly omniscient and quick-witted choir, which brings a playful tone to an otherwise earnest category.

The integrated campaign has launched in broadcast, online, social media, and outdoor boards. Justin Parnagian, CEO of Peelz Citrus, said, “We already know the public love our mandarins, and we think they’re going to love this campaign, too. It’s bold, refreshing, and (we hope) funny, and we’re excited to be out in the world on our terms finally.”

VB+P Group Creative Director Gus Johnston added, “Peelz Mandarins do not need any explanation, and we had a lot of fun with that in mind.”

CREDITS

Client
Justin Parnagian, CEO
Kiah Ruvalcaba, Marketing Director
Sean Nelsen, VP of Sales + Marketing Lauren White, Digital Marketing Manager Konnor Cantrell, Graphic Designer

Brand Management

Justin Pitcher, Group Director of Brand Management Nicole Smith, Brand Director
Megan Boland, Brand Supervisor
Jaz Hayes, Brand Manager

Strategy

Gavin Jones, Managing Director Snigdha Mathur, Strategy Director John Principe, Head of Social Carly Sutherland, Strategist

Creative

Gus Johnston, Group Creative Director Greg Coffin, Associate Creative Director James Duffy, Associate Creative Director

Project Management

Katie Armstrong, Project Manager

Agency Production

Hilary Coate, Head of Production
Ben Evangelista, Producer
Quynh-An Phan, Director of Business Affair Christine Tom, Business Affair Manager

Production Company - Lumberyard

Jill Honig, Executive Producer Laura Fries, Line Producer

Post Production Company - Lumberyard

John Evans, Editor
Naomi Goodman, Editor Jason Bridges, Assistant Editor Allison Lee, Post Producer

Director - Steve Mapp Color/Finish - Mission LA

Executive Producer: Jessica Locke Senior VFXProducer: Ryan Meredith Flame Artist: Gizmo Rivera
Colorist: Matthew Schwab

Color Producer: Corey Mile

Music/Sound Design - StareCrazy Music and Sound

Composer; Jonathan Dreyfus Producer: Amy Dreyfus
Sound Engineer: Daniel Müller

OOH - Lumberyard Studio

Michelle Wells, Head of Studio
Jennifer Trull, Senior Studio Specialist Kevin Camacho, Presentation Artist Michael Rosenthal , Senior Proofreader

Media (Supply)

Matt Nisbet, CEO
Alondra Perea, Director of Account Growth Ian Horne

PR - Kempner Communications Leslie Repetto

Finance

Irina Barylau, Controller
Haylee Barritt, Client Financial Assistant