OVH uses absurdity to rise from anonymity.
Oh, to be a mascot blessed with the duty to promote the world’s tastiest snack, but cursed with the inability to taste it. When we pitched Orchard Valley Harvest their brief was simple: make people like this little stack of letters. We decided to lean into this short king’s shortcomings and create a character who is attention-grabbing in his unintentional inappropriateness. Because as they say, tragedy plus hunger equals comedy. Or whatever.
Director: Pete Marquis
In year two,
things got weird.
After the first round of our brand relaunch, Orchard Valley Harvest wanted to continue boosting awareness of their snack mixes among Gen Z and Millenial men. We suggested tapping into an annual, nut-centric cultural moment that no brand in their right mind would normally touch, #NoNutNovember.
In one month we spiked sales and brand engagement, ran the most effective ad of the year on Grindr, spawned countless reaction videos, and flew a copywriter down to Alabama to successfully sneak our crusade onto ESPN’s College Gameday.
PRESS: AdAge | Little Black Book | MediaPost | Adweek’s Monday Stir
AWARDS: AdAge Small Agency Awards - Digital Campaign of the Year, Silver | Webby Honoree
This became the most effective ad on Grindr in 2023. 😬
We knew our target audience were avid College Gameday viewers but we didn’t have anything close to an ESPN budget. Instead, we flew a copywriter to Alabama, snuck him into the pit, and got hours of free air time on the world’s most popular college sports stage.
