Some products don’t need to be explained. They just need to be brought back to top of mind. Mandarins are like that. Mandarins also need their cool amped up a bit. They’re not chocolate chip bikkies. So when family-owned mandarin business, Peelz, launched Venables Bell + Partners created a campaign that was very cool.
“Little has changed with mandarin oranges for 3000 years (give or take). Basically, you peel them and then you eat them,” the agency noted. “The simplicity of the snack was not lost on VB+P and became the focus of the new THIZ IZ PEELZ campaign, which features John Birk, an anti-spokesmen character who has the utterly redundant job of being the product demonstrator. Accompanied by an oddly omniscient and quick-witted choir, John Birk’s futile pursuits bring a playful tone to an otherwise earnest category.”
“We already know the public love our mandarins, and we think they’re going to love this campaign, too,” stated Justin Parnagian, chief executive officer of Peelz Citrus. “It’s bold, refreshing and (we hope) funny, and we’re excited to finally be out in the world on our own terms.”
Peelz is a family-owned business that has been a key player in the citrus industry for years. In fact, three generations of the Paragian family have been growing, packing and supplying mandarin oranges for the most well-known names in the industry and grocery aisles, and now they have decided to go out on their own.
The campaign is running in broadcast, online, social media and outdoor.
Credits:
Client: Peelz
Chief Executive Officer: Justin Parnagian
Marketing Director: Kiah Ruvalcaba
VP of Sales + Marketing: Sean Nelsen
Digital Marketing Manager: Lauren White
Graphic Designer: Konnor Cantrell
Agency: Venables Bell + Partners
Group Creative Director: Gus Johnston
Associate Creative Directors: Greg Coffin & James Duffy
Group Director of Brand Management: Justin Pitcher
Brand Director: Nicole Smith
Brand Supervisor: Megan Boland
Brand Manager: Jaz Hayes
Managing Director: Gavin Jones
Strategy Director: Snigdha Mathur
Head of Social: John Principe
Strategist: Carly Sutherland
Project Manager: Katie Armstrong,
Head of Production: Hilary Coate
Producer: Ben Evangelista
Director of Business Affairs: Quynh-An Phan,
Business Affair Manager: Christine Tom
Director: Steve Mapp
Production & Post Production: Lumberyard
Executive Producer: Jill Honig
Line Producer: Laura Fries
Editor: John Evans
Assistant Editor: Jason Bridges
Post Producer: Allison Lee
Colour & Finish: Mission LA
Executive Producer: Jessica Locke
Senior VFX Producer: Ryan Meredith
Flame Artist: Gizmo Rivera
Colourist: Matthew Schwab
Colour Producer: Corey Mile
Music & Sound Design: StareCrazy Music and Sound
Composer: Jonathan Dreyfus
Producer: Amy Dreyfus
Sound Engineer: Daniel Müller
OOH: Lumberyard Studio
Head of Studio: Michelle Wells
Senior Studio Specialist: Jennifer Trull
Presentation Artist: Kevin Camacho
Senior Proofreader: Michael Rosenthal
Media: Supply
Chief Executive Officer: Justin Parnagian: Matt Nisbet
Director of Account Growth: Alondra Perea
Ian Horne
PR: Leslie Repetto @ Kempner Communications
Financial Controller: Irina Barylau
Client Financial Assistant: Haylee Barritt
