• by Fern Siegel , 7 hours ago

Bakery has earned a new account: The agency was named agricultural-tech company Plenty’s creative AOR.

Austin,Texas-based Bakery will be responsible for all packaging, design and creative efforts behind the launch of Plenty’s new line of premium and ultra-premium strawberries. 

The company grows its strawberries vertically, indoors, in controlled environments that produce up to 86 times more fruit per acre than traditional outdoor farms. It uses 1% of the land and a fraction of the water. 

Bakery will develop retail visibility, launch strategy and integrated marketing efforts, including a national brand launch campaign.

Dana Worth, Chief Business Officer of Plenty, said: “Bakery immediately stood out for its ability to combine strategic thinking with bold creativity. We’re excited to partner with a team that understands how to translate breakthrough technology into compelling ideas that jolt buyers.”

First creative work, for a new product line launch, is expected later this year. 

“Plenty is building something that matters well beyond the grocery aisle. The technology they have developed has the potential to bring fresh produce to parts of the world that have never had reliable access to it, and that’s a rare, exciting thing to get to work on,” said Micky Ogando, Bakery CCO.

“The creative challenge is real, too. Plenty’s vision for the future of food is genuinely radical. The fruit is where that vision becomes tangible,” he added.

While Bakery is the brand’s first AOR, it did enlist &Walsh in 2021 for a new visual identity.

Plenty operates the world’s largest vertical farming research center in Laramie, Wyoming.