Moxxy, a full service agency in downtown Salinas, California, specializing in fresh food, agriculture and beverage marketing, was recognized for two projects in the 2016 Summit Creative Awards competition.
Moxxy’s Wordplay campaign for the Josie’s Organics brand of fresh vegetables, distributed by grower-shipper Braga Fresh Family Farms, landed a Silver award in the B-to-B Campaign category. Moxxy’s beautifully designed, and strategically developed, website for Smith Family Wines received a Bronze award in the Consumer Product Website category.
Moxxy’s Wordplay campaign consisted of a series of inventive print and digital ads that focused on seven products from the Josie’s Organics premium line of vegetables. Headlines including: “Simply Dillicious,” “Tap Into Caulipower,” “Let’s Celerybrate” and “Hopeless Romaintic,” combined with high quality photography and a rich, sophisticated graphic design, resulted in a memorable, stand-out campaign that ran for nearly a year. The integrated campaign ran in trade publications such as The Packer, The Produce News, Grocery Headquarters, PerishableNews.com and Organic Insider.
“Since Josie’s Organics had only been on the market for a few years, with Wordplay our goal was to create a campaign that transitioned from introducing the brand to building awareness of their extensive product line, as well as encouraging affinity for the brand,” said Karen Nardozza, principal at Moxxy. “By making the ad campaign lighthearted and memorable, we were able to more effectively tell the Braga story of three generations of family farming, vertically integrated operations, and premium organic products, and still be unique and genuine.”
For the Smith Family Wines website, Moxxy’s strategic vision was to cast their client in a distinctive light amongst a cluttered and sometimes predictable, competitive landscape of traditional wineries, by using innovative web development techniques, combined with authentic storytelling through video, photography and friendly, welcoming copy that brought the Smith Family Wines brand to life.
“Before creating the website, Moxxy first helped develop an umbrella brand for the Smith’s multiple wine and vineyard companies. Before, they didn’t have a straight-forward, easy way to tell their story—and it’s a powerful story—so they needed a solid base from which to tell it,” Nardozza said. “Creating the Smith Family Wines name and logo were the first steps, and designing the website was the critical next step.”
“We developed the site to clearly explain their three wine brands—Alexander-Smith, Paraiso and Irie—but it also needed to entice visits to their Santa Lucia Highlands vineyards and two tasting rooms; to encourage wine club signups and online wine purchases; to engage users to explore the Smith family farming and winemaking history, and all while ensuring smooth integration with their Vin65 ERP system. Accomplishing all these goals, with the restriction of building the site on the Vin65 platform, was a challenge, so this award recognition is even more meaningful to us,” Nardozza said.
The Summit Creative Award (SCA) competition has taken place for 22 years, and, in 2016, included entries from over 20 countries. Judges from around the globe participate on the SCA’s jury panels, representing small, medium and large firms as well as universities, and all are top in their fields. Judges are from entities such as: Wieden & Kennedy, Tribal DDB, Turner Studios, McCann Network, Grey Advertising, MWW Group, TBWA/Chiat/Day, Y&R, The Art Institute, New York University, Leo Burnett, Ogilvy & Mather and Saatchi & Saatchi. Submissions are judged on strength of concept, quality of execution and ability to persuade.
Contact:
Karen Nardozza
Tel: 831.222.3935