C.O.nxt ❧ Best of NAMA 2025 submission ❧ Category 3
AgroFresh Brand Activation Campaign
AgroFresh™ is a global leader in pre- and post-harvest freshness solutions, dedicated to enhancing the quality and extending the shelf-life of fresh produce while reducing food loss and waste. Targeting growers, packers, and distributors in the fresh produce industry, AgroFresh launched a global brand campaign that spoke strongly about understanding the industry’s challenges and having pre- and post-harvest products to solve them. Campaign components included print and digital media, podcast participation, advetorial/editorial content, a reskin of the website for high-traffic pages, and the creation of a foundation for events and exhibits.
Tradeshow Booth
The AgroFresh brand campaign included a redesign of its exhibitor presence. This booth design served as a foundation for booth designs both in North America and internationally.
Print Ads
Banner Ads
Participation in a Tip of the Iceberg podcast interview and programmatic display ads were tactics executed with The Packer, reaching approximately 18,000 targeted growers/packers/distributors.
Social Media
Video
A video featuring the refreshed AgroFresh brand was created for regional marketers to share in their social media content rotations.
Website
With the understanding that the website needed deeper reconstruction that coincided with integration of business operations, the brand campaign addressed a surface reskin of the site and it’s most frequently visited product solutions pages. This reskin included both visual elements that introduced the updated brand elements and language updates to communicate the brand’s mission to Empower the Business of Fresh.
STATS
The expected outcome is that growers, packers and shippers gain awareness of AgroFresh’s broad solutions portfolio. Print and digital ads placed via The Packer, American Fruit Grower and Vision Magazine reached over 45,000 in the target audience.