For Florida’s Natural, we crafted a campaign rooted in the brand’s unique cooperative model—proudly owned by a collective of American citrus growers. The creative focused on what set them apart: their juice is made exclusively from U.S.-grown oranges and is never from concentrate. By leaning into authenticity, origin, and transparency, we positioned Florida’s Natural as the honest alternative in a category full of vague claims. The campaign celebrated the farmers behind the juice—real people, real groves, and real pride—building emotional resonance while reinforcing trust and product purity at every touchpoint.