Aaji’s Brand Campaign

When our client Aaji’s had their delicious line of tomato lonsa picked up by Whole Foods Market, they knew it was time to make a move. From their start at Philadelphia farmer’s markets, to their limited distribution in local independent retailers, now they were about to enter the big leagues. Time for their first marketing campaign!

We partnered with Philly-based design shop Studio Famous and writer Gabe Capone to build out a campaign inspired by the real-life testimonials of Aaji’s superfans. 

The campaign strategy was informed by inputs from Aaji’s customers, farmers market shoppers, food influencers, and other folks looking to put interesting, delicious, healthy food on their family’s table. These curious home cooks want phenomenal flavor, but they want to feel good about it. And once people try Aaji’s Tomato Lonsa…they’re hooked.

From the outset, we wanted to focus on the element that shone through time and time again whenever someone took a bite of the lonsa: it is absolutely, unbelievably, remarkably delicious.

And who could express that better than the Aaji’s Lonsa fans themselves? We pulled out dozens of rave reviews, and used them as inspiration for our cheeky, text-led digital marketing campaign.

The campaign launched with two hero headlines: “Where have you been all my life?” and “Holy tomatoes!” Two phrases actually uttered by real-life lonsa-lovers. The digital applications feature supporting messaging to help inspire people to enjoy their lonsa in any number of ways. We finish with a fresh campaign line: Get Delicious.

As the campaign rolls out alongside expanded retail distribution, we can’t wait to build on the momentum, and introduce even more superfan quotes to the mix. There are plenty to choose from!