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Simplot Avocados

Simplot Ad Earns #1 Ranking for 2008 in Restaurant Industry Mag

Simplot Avocados

Stoltz Marketing Group

Monday, February 02, 2009

Recessions are traditionally the time when the scolds of marketing come out of the woodwork to bash creative advertising as the handiwork of infantile, self-indulgent agency people. To summarize...

Anything beyond sober product shots,
very large Times New Roman type,
and ALL-CAPS bulletpoints of benefits
should be avoided.

After surveying its readers, Nation's Restaurant News, the leading publication for the restaurant industry, named an ad we created for Simplot avocado products as their #1, highest performing ad for 2008. The ad was measured for memorability as well as believability, and outperformed efforts by more well-known brands including Heinz, The Beef Council, Idaho Potato Commission, Butterball and more.

As you might imagine, the high one feels after thumping the marketing minds at Butterball can't be captured adequately in words. The important thing is that Simplot's avocado business continues to be one of the highlights of the company's vast food portfolio and we infantile, self-indulgent agency people are happy to have played our part.

Certainly we all feel anxiety of the recession. With it comes a tremendous temptation to get ultra-orthodox with your creative work because it feels safe.

Resist it.