• by Fern Siegel , 3 hours ago

Peelz Citrus is launching “Nothing Peelz Better,” a national campaign that gives traditional fruit ads a jolt. 

Part of Fowler Packing Company, the California-grown Peelz Citrus mandarin tapped Party Land to create a new spot. The focus isn't the sweetness of the fruit, but the obsessive desire to peel. Each failed peel attempt, be it wallpaper or tree bark, reinforces that nothing “peelz” like a Peelz. 

The campaign includes OOH, social, TV, digital, Planet Fitness activations and omnichannel shopper programs.

The 30-second spot is here.

“The produce category has been playing the same note for years: smiling cartoon fruit and moral superiority. We wanted to peel all that way. No sanitized storytelling, no feel-good life lessons. Just the truth of a fruit that people love to peel and eat,” said Matt Heath, Chief Creative Officer at Party Land. 

The agency has offices in Los Angeles and Colorado. Accounts include JanSport, Men's Warehouse and Every Man Jack.