Bolthouse Farms' latest marketing endeavor isn't a billboard, a Facebook campaign, or a TV commercial. It's a living, breathing entity that makes its home right here in Miami. A living wall, to be exact.
The company behind the new growth is a conglomeration of carrot farmers. They make juices, smoothies, and salad dressings, and the Wynwood wall is their way of bringing attention to the brand.
You can find it in living color (green!) at North Miami Avenue and NW 29th Street.
"This is the first time the brand has ever invested in brand-building, so the purpose of the campaign is to educate consumers on who we are -- a bunch of carrot farmers who not only grow carrots but also make delicious fruit and vegetable juices," says Suzanne Ginestro, a marketing representative for the company. "Our carrot juice and carrot juice blends are made with carrots that are grown on our farms. We plant them, we grow them, and we harvest them."
They've been growing carrots for more than 95 years, so in keeping with the concept of growth, they created this wall concept. In moss, it reads, "Juiced by a bunch of carrot farmers."
"The wall was created by artist Yva Neal. Actual mosses used in the Bolthouse Farms project are sheet moss, cushion moss, rock cap moss, and reindeer moss," Ginestro continues. "It is watered twice a day during rush-hour traffic to draw attention to the moss installation.
"The living wall in Miami is a unique element of the campaign that presents the brand in a more creative setting. The moss wall reinforces the 'growing' concept that is so inherent in our brand."
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