Tree Top, Inc. Case study WORDS TO GROW BY by Cole & Weber United

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Industry Juice
Media Case study
Market United States
Agency Cole & Weber United
Associate Creative Director Todd Derksen
Executive Creative Director John Maxham
Copywriter Kevin Thomson, Mary Lacoste, Leah Hall
Producer Aylin Koker, Avery Argo, Matt Ralston
Account Supervisor Julie Dey
Illustrator Jayme Mcgowan
Released June 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: TREE TOP
Product/Service: APPLE JUICE
Date of First Appearance: Jun 15 2010
Entry URL:
Executive Creative Director: John Maxham (Cole & Weber United)
Associate Creative Director: Todd Derksen (Cole & Weber United)
Interactive Creative Director: David Estis (Exopolis)
Copywriter: Kevin Thomson (Cole & Weber United)
Copywriter: Mary LaCoste (Cole & Weber United)
Copywriter: Leah Hall (Cole & Weber United)
Illustrator: Jayme McGowan (Roadside Projects)
Executive Producer: Pete Anderson (Cole & Weber United)
Digital Producer: Christine Perkinson (Cole & Weber United)
Producer: Matt Ralston (Cole & Weber United)
Producer: Aylin Koker (Cole & Weber United)
Producer: Avery Argo (Exopolis)
Flash/Web Developer/Programmer: Chris McKenzie (Exopolis)
Flash Developer: Ming Thompson (Exopolis)
Designer/User Experience: Simona Lo (Exopolis)
Animator: Ken Macy (Exopolis)
Animator: James OBrien (Exopolis)
.NET Developer: David Novell (Exopolis)
Account Supervisor: Julie Dey (Cole & Weber United)
Director of Insights & Experience: James Mackenzie (Cole & Weber United)
Media placement: Microsite - Worldwide Web - 15 June 2010
Media placement: Print Campaign - 3 Ads - Parenting; American Baby - 1 June 2010
Media placement: Web Video - Worldwide Web - 15 June 2010

Describe the campaign/entry
This campaign was created to help make a connection between Tree Top and its primary target audience — young mothers — in a meaningful and unexpected way. Happily, there’s a core truth about Tree Top that would allow us to build their emotional preference for the brand: Tree Top is a farmer-owned co-op. Based in the heart of Washington apple country, these family farmers work and live by real hometown values…the kinds of values we knew our young moms were longing to reconnect with.

And Tree Top’s Words To Grow By was born.

Describe how the campaign/entry was launched across each channel in the order of implementation
To kick off the campaign, we reached out to moms to tell our heartfelt brand stories. To pique interest, we created ads and a 15 second animated spot in the style of a child’s storybook, tapping the talents of an undiscovered cut paper artist.

Next, we took our stories online, connecting with moms in places they love to be, like Facebook…and in places they go to seek out information about raising their kids.

In every ad, we invited moms to share their points of view too…their values, advice and inspirations…their own words to grow by.

Give some idea of how successful this campaign/entry was with both client and consumer
And share they did — participating in the first-ever digital version of a traditional community quilt. Here, moms could bond with one another and the Tree Top brand — sharing family traditions, favourite sayings and inspirational quotes. Their kids can even create fun, quirky visual stories. And every single submission…from words of wisdom to children’s artwork - instantly becomes a patch in this ever growing community quilt.