Plenty has named Austin-based creative agency Bakery as its creative agency of record, tapping the shop to help launch a new line of premium and ultra-premium strawberries grown through the company’s indoor vertical farming platform.
Under the partnership, Bakery will lead packaging, design, retail visibility, launch strategy and integrated marketing, including a national brand campaign expected to debut later this year.
Plenty grows its strawberries vertically in controlled indoor environments, a system the company says can produce up to 86 times more fruit per acre than traditional outdoor farming while using as little as 1% of the land and significantly less water.
“To unveil a wholly new product, we knew we needed one of the best creative agencies in the country — one that could push boundaries and help tell the next chapter of Plenty’s story,” said Dana Worth, chief business officer of Plenty.
Worth said Bakery stood out for its ability to combine strategic thinking with bold creative ideas that translate agricultural technology into something compelling for consumers and retailers.
For Bakery, the assignment extends beyond simply marketing strawberries.
“Plenty is building something that matters well beyond the grocery aisle,” noted Micky Ogando, CCO and founder of Bakery. “The technology they’ve developed has the potential to bring fresh produce to parts of the world that have never had reliable access to it.”
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Ogando added that the creative challenge lies in connecting the company’s broader vision for the future of food with a product consumers can immediately experience.
“The fruit is where that vision becomes tangible,” he said. “Our job is to make sure the world sees the connection and wants to join the journey.”
While Plenty has worked with agencies previously, it had not formally appointed a creative AOR. & Walsh redesigned its visual identity in 2021, the New York-based agency founded by Jessica Walsh.
“I personally love the work Jessica Walsh and her team did for the brand,” Ogando said. “It’s left us with a great foundation to build on.”
The first work from Bakery and Plenty is expected to launch later this year, with additional campaign activity to follow beyond the initial product rollout.
