Agri-Mek: A market-leading miticide in apples and oranges, we created this campaign launching Agri-Mek into the almond and walnut market. The key to this demographic was the family nature of these operations, historically passed from generation to generation. The tagline: "The crop is your heritage, the control is you legacy," spoke to the continuity and responsibility these growers have toward their tree nut groves as well as the environmental advantages Agri-Mek had over existing miticides. To parlay existing brand capital into equity for Agri-Mek's introduction into tree nuts, we commissioned an oil painting to illustrate the headline, "Now you really can compare apples, oranges and tree nuts."

Campaign done while at Osborn & Barr Communications Inc.