Simplot Harvest Fresh Avocados was one of the first avocado lines in the food service industry, but as other competitors had entered the market they had lost their unique positioning. Research confirmed that the competition had used regional and ethnic cuisines for their brand identities and that revealed a space in which Harvest Fresh Avocados could compete.
The new positioning centered on the creativity that the product brings to the restaurant kitchen. With so many different ways to use Harvest Fresh Avocados in dishes and menus, the products inspired new and profitable dishes for restaurants. The new logo changed the emphasis to be on avocado for easy identification in the walk-in fridge, and brought the colors of the fruit to the front. The photography direction is modern and shows the range of ways you can use the avocado in any day-part and in any dish.
The new brand showcases the innovation that Simplot Foods brings to operators of all types.
