Lipman's recipe for greater awareness
Campaign: Consumer brand launch
PR agency: Costa DeVault
Launch: May 7
Objective: For the past 70 years, tomato grower Lipman has been known primarily as a b-to-b supplier. Now the company wants to differentiate itself in the produce market with a consumer-focused brand and website.
“Before, we would sell to grocery stores, but shoppers wouldn't know where the tomatoes came from,” says Lipman marketing associate Jessica Kerstein. “It's important for them to know who ...