Moxxy Wins Summit Creative Awards for
Josie’s Organics and Smith Family Wines Work
Moxxy was recognized in the 2016 Summit Creative Awards competition: our clever Wordplay campaign for the Josie’s Organics brand of fresh vegetables by grower-shipper Braga Fresh Family Farms landed a Silver in the B-to-B Campaign category, and our beautifully designed and strategically developed website for Smith Family Wines received a Bronze in the Consumer Product Website category.
The Wordplay campaign consisted of a series of inventive print and digital ads that focused on seven products from the Josie’s Organics premium line of vegetables. Headlines including: “Simply Dillicious,” “Tap Into Caulipower,” “Let’s Celerybrate,” and “Hopeless Romaintic,” combined with high quality photography and a rich, sophisticated graphic design, resulted in a memorable, stand-out campaign that ran for nearly a year. The integrated campaign ran in trade publications such as The Packer, The Produce News, Grocery Headquarters, PerishableNews.com and Organic Insider.
“Since Josie’s Organics had only been on the market for a few years, with Wordplay our goal was to create a campaign that transitioned from introducing the brand to building awareness of their extensive product line, as well as encouraging affinity for the brand,” said Karen Nardozza, principal at Moxxy. “By making the ad campaign lighthearted and memorable, we were able to more effectively tell the Braga story of three generations of family farming, vertically integrated operations, and premium organic products, and still be unique and genuine.”
For the Smith Family Wines website, our strategic vision was to cast this multigenerational wine company in a distinctive light amongst a cluttered and sometimes predictable competitive landscape of traditional wineries. We used innovative web development techniques combined with authentic storytelling through video, photography and friendly, welcoming copy that brought the Smith Family Wines brand to life.
“Before creating the website, Moxxy first helped develop an umbrella brand for the Smith’s multiple wine and vineyard companies. Prior, they didn’t have a straight-forward, easy way to tell their story—and it’s a powerful story—so they needed a solid base from which to tell it,” Nardozza said. “Creating the Smith Family Wines name and logo were the first steps, and designing the website was the critical next step.”
We developed the site to clearly explain their three wine brands—Alexander-Smith, Paraiso and Irie—but it also needed to entice visits to their Santa Lucia Highlands vineyards and two tasting rooms, encourage wine club signups and online wine purchases, engage users to explore the Smith family farming and winemaking history, all while ensuring smooth integration with their Vin65 ERP system. Accomplishing all these goals with the restriction of building the site on the Vin65 platform was a challenge, so this award recognition is even more meaningful to us.
The Summit Creative Award (SCA) competition has taken place for 22 years, and in 2016 included entries from over 20 countries. Judges from around the globe participate on the SCA’s jury panels, representing small, medium and large firms as well as universities, and all are top in their fields. Judges are from entities such as: Wieden & Kennedy, Tribal DDB, Turner Studios, McCann Network, Grey Advertising, MWW Group, TBWA/Chiat/Day, Y&R, The Art Institute, New York University, Leo Burnett, Ogilvy & Mather and Saatchi & Saatchi. Submissions are judged on strength of concept, quality of execution and ability to persuade.