see the good
Challenge
It all started with mold in an applesauce pouch. Although Tree Top wasn’t the culprit, the company understood all pouches would be suspect if something wasn’t done. So Tree Top developed a clear pouch to show parents and children exactly what was inside. Action Mary’s challenge was to introduce the media and consumers to a new type of pouch that they could trust.
ACTion
We developed the campaign “See the Good” to introduce the clear pouch and its ability to let consumers see the goodness and premium quality inside. Then, we took it further and developed a mascot named Seymore Good-- a giant pouch with legs and arms that walked, gave high fives, even danced.
Impact
The media couldn't get enough of Seymore and his special dance. Seymore and his “Squeeze The Day” tour had hit after hit, appearing online and on TV. Forbes, Simplemost, Plastics Today, Whole Foods Magazine, Food Engineering, Food & Nutrition, Convenience Store News, Today’s Grocer, Red Tricycle, FOX Denver, and others covered Tree Top with glowing enthusiasm, totaling over 18 million unique views per month. The work even won us a Gold Hermes award for online PR placement.
