Pitaya Foods
Brightening The World With Exotic Fruit
People want to live better — but even with the best intentions, it’s easy to fall into the same routines, choices and flavors. Pitaya offers a simple way out through vibrant, exotic superfruits that bring energy and excitement back to everyday habits. Our Objective: drive awareness by positioning Pitaya as a bold, craveable alternative that inspires people to break from the expected.
Bite Into Bright
Pitaya’s vibrant, nutrient-dense superfruits inspired a campaign built around “bright” as a transformative force. Through bold color and blooming visuals, we showed how one small choice can spark something new, shifting perspective and revealing a more energized, adventurous version of yourself.
The Results
Our brand movement reached over 3MM new mouths, growing household penetration by +2.1 points. Sales increased by 52%, with SunGold being responsible for 44% of the entire kiwi category’s growth for the year. The campaign also won an Effie in the Commerce & Shopper Challenger Brand category.
