Tree Fruits grow with BRANDFX

Marketing Magazine | By Eve Lazarus

BC Tree Fruits has picked BRANDFX of North Vancouver to update its company logo, packaging, website, point-of-purchase materials and advertising. The account review included Think Marketing of Kelowna and three other Vancouver agencies: Hyphen Communications, Cowie and Fox and i2i Advertising and Marketing.

BC Tree Fruits was founded in Kelowna as a central marketing agency for the region’s apples, cherries, peaches and other summer fruit. Tim Kelly, creative director at BRANDFX, said the company markets to consumers, the retail trade and about 800 growers.

Advertising will consist of radio, community newspapers, point of purchase, sales promotions and contests, said Kelly, adding that focus on the company’s local aspect will be a big part of the brand positioning. “There is some confusion around what the brand is and what it stands for,” said Kelly. “Our whole strategy is combining two things: taste and place.” Kelly said the personality of the company is a blend of wholesome, grass roots with a contemporary modern slant.