Challenge: Revitalize a Jackfruit brand and change its perception to shoppers across the country by addressing the fruit's mysterious nature.

Solution: Most shoppers don’t want to buy food they’ve never seen or heard of before. Especially a fruit that looks like it accidentally landed on our world from another planet. Alien antics aside, shoppers are becoming more adventurous and The Jackfruit Company will aid in their journey. Let’s admit, most Americans don’t know jack about jackfruit. The fruit has been widely overlooked by our culture, and The Jackfruit Company will help the United States give a sh*t about jackfruit.

REBRAND

OOH:

Shopping Cart Placement:

LANDING PAGE:

SOCIAL:

CHALLENGE
ANNOUNCEMENT:

Listen we’ll be the first to admit, there are lots of things we don’t know jack about. But, one thing we do know is Jackfruit. Do you?

We’re challenging everyday shoppers to either prove their produce prowess, or buckle under the pressure of the formidable fruit. Look out for Jack or Fact Trivia stands coming to Trader Joe’s stores near you to have the chance to compete for a jacked up winner’s package. Simply prove your Jackfruit IQ by correctly answering our trivia questions to enter the parking lot, victorious. 

Do you have what it takes to win the jackpot, or do you not know jack about Jackfruit? #JackorFact #Don’tKnowJack

MERCH:

(Shopping bag & preparation gloves)