thjnk New York City
Kommunikationsstrategie- / planung
The Snack for those who don't snack
APG’ mission is to generate long term awareness for American grown pistachios and educate consumers about the health benefits across prioritized regions : Europe (France, Italy, Germany, Spain, UK), USA, China and India. One over-arching objective : Increase the demand of American Pistachios. thjnk took on the challenge in 2016 and APG has trusted us ever since with the development and implementation of its global campaign for the 6th year running.
As a first step, our task was to drastically shift the overall visual & verbal language of the brand and how it addresses its audiences. We crafted a new look and copy style in 2016 that has been the backbone of all APG consumer-facing communications, articulated around key themes: weight management, physical fitness, sports, cooking and foodies.
thjnk acts as the global lead agency, handling all aspects of creative concept and development, copy, global campaign creation and implementation, topical campaigns (e.g. super bowl), translations, coordination of media print placements, strategy, coordination of all PR partners and agencies, print file production, TV ads creation and online assets. To achieve this, we called upon the resources of several thjnk offices, all coordinated by our NY hub as the central point of contact to the APG team based in California for a campaign delivered in all corners of the globe.