Today, Plenty®, an innovative agricultural technology company with a unique indoor vertical farming platform, announces it has selected the leading Austin-based creative agency Bakery as Creative Agency of Record. As part of the partnership, Bakery will be responsible for all packaging, design and creative efforts behind the launch of Plenty’s new line of premium and ultra-premium strawberries.
The better-for-Earth technology company grows its strawberries vertically, indoors, in controlled environments that produce up to 86 times more fruit per acre than traditional outdoor farms, using as little as 1% of the land and a fraction of the water.
To help bring that story to market, Bakery will develop all-new packaging, retail visibility and launch strategy, and integrated marketing efforts, including a comprehensive national brand launch campaign.
“To unveil a wholly new product, we knew we needed one of the best creative agencies in the country – one that could push boundaries and help tell the next chapter of Plenty’s story,” said Dana Worth, Chief Business Officer of Plenty. “Bakery immediately stood out for its ability to combine strategic thinking with bold creativity. We’re excited to partner with a team that understands how to translate breakthrough technology into compelling ideas that jolt buyers.”
Bakery sees its partnership with Plenty as a major opportunity to share its message, and methods, to the masses.
“Plenty is building something that matters well beyond the grocery aisle. The technology they’ve developed has the potential to bring fresh produce to parts of the world that have never had reliable access to it, and that’s a rare, exciting thing to get to work on,” said Micky Ogando, CCO and Founder of Bakery. “The creative challenge is real too. Plenty’s vision for the future of food is genuinely radical. The fruit is where that vision becomes tangible. Our job is to make sure the world sees the connection and wants to join the journey.”
Although the brand hadn’t appointed an AOR previously, Plenty has worked with other agencies in the past. The brand’s visual identity was redesigned in 2021 by &Walsh, Jessica Walsh’s New York-based agency. “I personally love the work Jessica Walsh and her team did for the brand. It’s left us with a great foundation to build on,” said Ogando.
The first work from the new partnership is expected to debut later this year, with additional campaign rollouts to follow beyond the product launch.
