Already a leader in the avocado oil space, Chosen Foods looked to continue celebrating the magic of avocados with the launch of their new avocado-based salad dressings.

As a relative newcomer to the category, Chosen Foods faced skepticism from audiences regarding its new avocado-based salad dressing.

Negative consumer beliefs about the sustainability of avocado harvesting meant we needed to highlight Chosen Foods' commitment to doing things differently by giving back to Mother Earth through sourcing from only sustainable partners.

Millennials were just starting to reemerge from quarantine, turning to intimate, at-home, quarantine-safe activities for socialization. Here, we aimed to position Chosen Foods' new dressing product line as a centerpiece for simple, good-for-you moments among friends.

Honoring Chosen Foods' mission to celebrate the positive connections we have with one another, delicious food, and the planet, we set out to develop a campaign that celebrated intimate moments around a simple, good-for-you salad made better with Chosen Foods.

Central to this strategy was the creation of Chosen Foods’ Ambassador Program. Instead of relying on one-off influencer posts that might resemble billboards, we aimed to ensure a deeper level of trust and more meaningful engagement with their audiences through repeated exposure of brand-forward content over the course of our five-month campaign.

Phase 1: Ambassadors received a special delivery from Chosen Foods and took to Instagram to announce their participation in the Chosen Foods Ambassador Program, along with the announcement of the "Choose Your Chosen Contest" to win a duo of dressings from Chosen Foods.

Phase 2: Ambassadors spoke about Chosen Foods' roots in Coastal California and Central Mexico, revealing a personal recipe inspired by their own family and culture.

Phase 3: Ambassadors encouraged follower entries into the "Choose Your Chosen" contest, in which the winner received an Ambassador care package from Phase 1.

Phase 4: Ambassadors demonstrated authentic integration into holiday meals and traditions. In this phase, Ambassadors found an opportunity to promote Chosen Foods' mission to support the accessibility of real foods by donating a meal or meals to a local shelter or program.