Sumo Citrus Campaign: A Healthy Obsession
The opportunity…. With rapidly growing distribution underway, and a passionate (obsessive) fanbase already in place, Sumo Citrus was primed for an integrated digital and out-of-home campaign that would expand its brand love and awareness, while also nurturing the core millennial audience.
My role…I supported across the entire campaign lifecycle of “A Healthy Obsession” with category landscape research, cultural insights, strategy, messaging development, production, partnership activation, influencer programming, and social content.
The outcome…Our campaign reached 1.16 billion impressions from ad placements across Hulu, YouTube, Spotify, and other digital channels; out-of-home activations like billboards and Volta charging stations; and print and media partnerships with Bon Appétit, LA Times, The New Yorker, HypeBeast, and MindBodyGreen. Even CNN had something to say!
I worked with Superior Branding Co. on this project. (More in their case study below!)
The Sumo story takes a new artistic format
Check out this custom manga created in our partnership with HypeBeast and artist Chris Metzner, celebrating the unique heritage story of this one-of-a-kind mandarin hybrid from Japan.