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