Use Guerrilla Marketing to Create Buzz

By Debbie Cintora, Account Manager

Successful guerrilla marketing can help your brand stand out and build affinity by entertaining your target audience. At the 2019 Organic Produce Summit (OPS) trade show in Monterey, CA, our tree fruit client Wawona Packing Company wanted to draw a crowd and connect with customers and prospects. We planned and executed an integrated guerrilla marketing campaign that included some traditional tactics as well, including:

  • nontoxic, washable chalk stencils on streets and sidewalks around downtown Monterey advertising free Wawona peaches at booth 701
  • an expert in falconry-based sustainable pest control with a live peregrine falcon stationed in front of the conference center
  • light-projected Wawona logo and a call to action on the ceiling of the expo hall, and
  • branded kraft to-go totes filled with delicious peaches and nectarines

The unexpected marketing tactics were a hit with retailers, and generated buzz around town and in the produce industry.