Orchard Valley Harvest has just launched its first brand campaign. The target is millennials and Gen Zs who want to snack on healthy options. To jazz up the category, the three spots make a desire for nuts the centerpiece.
The creative by Terri & Sandy includes national TV spots, digital, YouTube and social elements. All spots feature Ovie, an animated version of the brand’s new logo. Ovie doesn’t have a mouth, but admits: “I’d give my left nut to taste my right nut.”
Orchard Valley Harvest makes trail mixes, dipped snack nuts, salad toppers and chickpea chips.
The new brand refresh and logo is from the Straight Forward Design agency.
John Goetter, vice president of marketing at John B. Sanfilippo & Son, Inc., parent company to Orchard Valley Harvest, said: “When the team at Terri & Sandy pitched us the idea of Ovie’s eternal and hilarious struggle of loving OVH products, but not being able to eat them, we knew we had something. It is exactly the kind of humor and tone this category needs to get younger generations to take a second look at the snack-nut category.”
The snack nuts/seeds/corn nuts category had total sales of $5.7 billion in 2021-2022, according to IRI. The snack nuts category accounted for $5.17 billion of that figure. Still, Orchard Valley cited research saying 18-34 consumers, especially women, find nuts boring.
The company saw an opportunity, via its new campaign, to change those perceptions.
Orchard Valley Harvest is also committed to donating 1% of all OVH sales to addressing child hunger in America. The brand has partnered with Conscious Alliance and other nonprofits to support and feed American communities by sorting, packing and moving truckloads of healthy food — including OVH snacks — to those in need.