The Nunes Co. and reignited a partnership with well know actress, model and celebrity, Brooke Shields, which originally began in 1989. Nunes is one of the nation’s largest grower-shippers of conventional and organic fresh produce marketed under the Foxy brand name.
The marketing campaign brings Shields back to the Nunes Co. as a role model and icon of wellness, fitness and healthy lifestyles. These value attributes are at the core of everything the company stands for in their efforts to encourage people of all ages to eat right and take care of their health.
The Nunes Co.’s rollout of this new marketing campaign is expected to commence this month and continue through June 2019. A series of outdoor billboards will appear in specific geographic areas in the Northeast, Southeast, Southwest and Great Lakes regions. The campaign will also include a matching trade advertising component to support the company’s efforts.
Long known for its creative approach to marketing, as evidenced by the countless clever billboards placed in specific geographic markets, The Nunes Co. plans to launch an outdoor billboard series to compliment the campaign. The billboards will be geared towards Millennial moms, Generation X, and Baby Boomers — audiences with which Shields has tremendous followings. According to Forbes, mothers account for nearly 80 percent of U.S. household purchases.
“Ms. Shields, being an active, working mom, is an ideal role model and brand ambassador for the Foxy brand,” said Mark Crossgrove, senior vice president of sales and marketing for the Nunes Co.
Shields’ recent work surrounding health, fitness and beauty can be seen across various media outlets, including television shows like The Today Show, and print magazines like Vogue and Social Life magazine.
Having such a positive experience while working with Shields in 1989, the Nunes Co. felt this year was the right time to reengage such a public role model. The successful 1989 campaign featuring Shields is widely considered a legacy campaign in the fresh produce industry — one which people remember and still talk about 30 years later.