Foxy Produce
Keeping it fresh since 1930
THE CLIENT:
The Foxy brand has been around for generations, established by the Nunes family who has been farming in the Salinas Valley since the 1930s. They farm a wide variety of organic and conventional leafy greens and strawberries in over 22,000 acres of farmland in California, Arizona, Nevada and Mexico.
THE CHALLENGE:
Research shows that across generations, living a fit and healthy lifestyle is a top priority. Millennials seek a more balanced, healthy lifestyle while Baby Boomers are focused on healthy aging.
THE SOLUTION:
Inspired by a vintage photo of the Brooke Shields and Foxy 1989 campaign, our team knew reigniting the partnership between the two would launch a movement in our industry to inspire a healthier lifestyle by consuming Foxy’s fruit and vegetables.
Combining Foxy’s long-standing commitment to providing healthy products and Brooke Shields’ platform as a working mom focused on her family’s health and wellness was a no-brainer. Our team reached out to actress and model Brooke Shields to build the campaign around Foxy produce, which included billboard placement across the northeast, where the brand has a strong presence.
Brooke Shields & Foxy: the genesis of a promotion
Currently, The Nunes Co., and its Foxy brand of conventional and organic vegetables, is using long-time celebrity Brooke Shields as the face of the brand in both consumer and trade promotions.
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