Gone are the days of green, dense, grass-flavored smoothies.
‘A Brighter You’ is the idea of being the best version of your authentic self, powered by Pitaya's sustainably grown, frozen tropical superfruits.
The concept was to increase brand awareness by creating a world and campaign that visually illustrates the transformative experience that these exotic, nutrient-packed super-fruits can provide, while inviting curious eaters and drinkers to open the door to a brighter life.
Client
Pitaya
Role
ACD-
Art Direction + Design
Deliverables
Brand films
Social
Social
Content creators x A Brighter You
Winnie Harlow x Pitaya
Winnie Harlow is a role model for Gen-Z, representing inclusivity, authenticity and taking control of your health and body. For the campaign, Pitaya Foods partnered with Erewhon to launch Winnie Harlow's Island Glow Smoothie. A portion of the sales went to Youth Women’s Centre of Jamaica Foundation, a non-profit that provides education & counseling services to young mothers.
reusable merchandise
the results
Social engagement
110k
In 2024, sales increased by
+33%
Retail footprint increased to