After 8 years of organic growth and successful partnerships – most notably for Avocados From Mexico and being a key partner in their successful digital Big Game campaigns – CEO Kristian Bottini decided it was time to be more aggressive with the agency’s growth.
In January, Kristian kicked off the process to create an agency vision and new business strategy. It was built upon the foundation laid the year prior which saw 270B double its staff, attracting creative and account personnel from notable agencies in Dallas and production staff through its satellite office in Brazil. The agency vision is captured by its positioning as a Digital Experience Agency – a transformation that included reducing some of its capabilities, such as digital media, in order to focus on what they do best.
The result: the agency is two-for-two on its first new business pitches since their re-founding. Both Uncle Julio’s and NatureSweet fit the agency’s target of innovative food/bev brands, and both assignments are focused around various core capabilities, including web design/development, content strategy, content creation, and organic social.
Uncle Julio’s CMO Dan Wheeler, previously with Dunkin’ Brands, has brought a new vision to the restaurant’s brand. “Everything we do is inspired by authentic Mexican cuisine and brought to our guests through fresh from scratch ingredients and techniques. While that philosophy is ingrained in our DNA and our food, we brought on 270B to help us bring that story to life in our communications.”
To tell the From Scratch story, 270B is leveraging photo and video content as authentic as the Uncle Julio’s dishes themselves. The footage and video were captured in Michoacan, the birthplace of carnitas – a key menu item in Uncle Julio’s new street tacos – and the main source for the Hass avocados used in Uncle Julio’s Made To Order Guacamole.
The content documents Uncle Julio’s chefs exploring the local cuisine, learning from masters of Michoacan food, and discovering the origins of the fresh ingredients used for their Made-From-Scratch food. 270B is producing a social-based campaign that brings these stories to life on Uncle Julio’s owned channels throughout 2022. The campaign, called “Authentic Inspirations,” consists of 4 chapters, each anchored by a long-form episode, editorial-style social posts, GIFs, video, and a central campaign hub page. The launch of the campaign is timed to support Uncle Julio’s new menu item, Street Tacos, on July 6th.
“We are excited to work with 270B to showcase the authentic inspirations behind our Made-From-Scratch menu items. The trip was an amazing inspiration, the content is beautiful, and it is quite different than what we have done before. It showcases how Uncle Julio’s is the place that celebrates Mexican heritage, culture, ingredients, and food. Looking forward to seeing guest reactions to the content as we release each chapter.” Dan Wheeler, CMO at Uncle Julio’s.
The NatureSweet win relied upon a more traditional RFP process, with 270B coming out on top. The RFP included a variety of asks that were well-suited for 270B and easily demonstrated through their work with Avocados From Mexico. RFP requirements included:
- A dynamic showcase of the company’s vision, Raised Right
- Emphasis on the brand’s expanded product lines of greenhouse-grown peppers and cucumbers
- Best-in-class accessibility
- Drastic improvements in organic search via search engine optimization
- A quick, nimble project approach in order to launch prior to the Produce Marketing Association show at the end of October
“The vision of NatureSweet is to transform the lives of the entire agricultural industry, and they start by doing right by their Associates first. They in turn produce a best-in-class product that is kind to the environment, is light-years ahead of the industry, and a beautiful model for other brands to follow. We are honored to be their partner to bring this vision to life on their new website.” Jeffrey Lefkovits, Director of Client Services at 270B
“270B has impressed us since the first pitch, we have worked together on initiatives with Avocados From Mexico, and we can’t wait to see how we can bring our purpose to life on our website working together.” Travis Laveault, Senior Digital Manager at NatureSweet
