Garden Fresh Gourmet Salsa
Campbell-Fresh’s Garden Fresh Gourmet Salsa needed help standing out in a growing and cluttered category while driving consumer preference for an increasingly commoditized product.
Inspired by the brand’s small town origin, Mistress developed an authentic, relatable and quirky tone-of-voice that celebrated the unique aspects of GFG Salsa’s humble story, great product and unique process.
The #SalsaAsItShouldBe campaign humorously plays on the typically dry fine print seen in ads to explain why GFG Salsa is the only kind of salsa worth enjoying – from their hand-cut ingredients to mixing their small batch salsa in five gallon buckets. The work incorporates illustrated elements paired with delicious product shots designed to stand out amongst the typical salsa lifestyle imagery published by other brands.