West Pak Avocado takes home 3 ADDY Awards

West Pak Avocado, a California-based grower, packer and avocado distributor, won three ADDY wins at the San Diego 2022 American Advertising Awards.

The company's “100% Avo-Focused” launch campaign took bronze for ADDY’s Integrated Advertising Campaign of the Year award, while westpakavocado.com won silver for the 2022 Mobile Website of the Year honor and West Pak's B2B newsletter campaigns earned bronze honors for Email Newsletter of the Year award, according to a news release.

One of the largest competitions of its kind, the American Advertising Awards — also called the ADDY awards — attracts nearly 35,000 submissions each year. The “100% Avo-Focused” campaign, website and newsletters were produced by the Visual Content Agency of San Diego in partnership with West Pak Avocado’s sales and marketing team, along with collaborative efforts by Purely Visual Communications and others, the release said.

"West Pak is thrilled about the wins and is honored to have collaborated with Visual Content Agency on such insightful projects. It's great to see creativity flourish and the efforts of the team recognized within the advertising industry," West Pak Avocado Senior Marketing Manager George Henderson said in the release.

Launching the 100% Avo-Focused campaign

The 100% Avo-Focused campaign was unveiled at the International Fresh Produce Association's Global Produce & Flower Show in late October 2022. The website went live at the same time, while the B2B newsletters from the West Pak sales and marketing team were deployed monthly. 

Related news: World avocado growth far from over, Rabobank report says

This year the 100% Avo-Focused campaign will continue as a forward-facing video series covering West Pak's industry-leading offerings. According to the release, the video series highlights West Pak's customer experience, commission-driven partnerships, sustainability efforts and network of U.S. facilities and branded bagged products, including Party Pak, California Gold, and Lil' Cados.

The campaign also focuses on the value-adds West Pak provides, such customer relations, branding and packaging, category and sales support, and customized campaigns.

Completing the series, “Avo 101 Tours” videos will offer an in-depth look into the avocado industry and provide an immersive, educational experience for West Pak's customers inside the company's facilities, according to the release

"As the popularity of the avocado continues to soar, our team faces the challenge of developing effective marketing strategies to promote this beloved fruit. We are honored to be a part of the avocado phenomenon and to contribute to its growing success," Visual Content Agency co-founder and Creative Director Vincent Apodaca said in the release.

“The avocado is a special force in the produce industry, and each year our team's mission is to increase West Pak's global reach through strategic content and messaging that tells the fruit's desirability in a unique way,” Visual Content Agency co-founder and Director of Strategy Amy Hadrys said in the release.

The 100% Avo-Focused campaign will continue throughout 2023 and can be found at westpakavocado.com and on West Pak's social media.