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Venables Bell + Partners Brings Unapologetic Appeal to Peelz Citrus with Brand Launch Campaign

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Quirky campaign sees anti-spokesman John Birk product demonstrate mandarin oranges

Venables Bell + Partners Brings Unapologetic Appeal to Peelz Citrus with Brand Launch Campaign

Family-owned business Peelz that has been a critical player in the citrus industry for years. Three generations of the Parnagian family have been growing, packing, and supplying mandarin oranges for the most well-known names in the industry and grocery aisles. However, Peelz has recently decided to branch out on its own and launch its first brand campaign with agency partner Venables Bell + Partners 

Little has changed with mandarin oranges for the past 3000 years (give or take). You peel them, and then you eat them. However, the simplicity of this snack has not been lost and became the sole focus of their new collaborative launch with VB+P, the 'THIZ IZ PEELZ' campaign. The new campaign features John Birk, an anti-spokesman character who has the redundant job of being the product demonstrator accompanied by an oddly omniscient and quick-witted choir, which brings a playful tone to an otherwise earnest category. 

The integrated campaign has launched in broadcast, online, social media, and outdoor boards. Justin Parnagian, CEO of Peelz Citrus, said: “We already know the public love our mandarins, and we think they’re going to love this campaign, too. It’s bold, refreshing, and (we hope) funny, and we’re excited to be out in the world on our terms finally.” 

VB+P group creative director Gus Johnston added: “Peelz Mandarins do not need any explanation, and we had a lot of fun with that in mind.” 

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CEO: Justin Parnagian

Marketing Director: Kiah Ruvalcaba

VP of Sales + Marketing: Sean Nelsen

Digital Marketing Manager: Lauren White

Graphic Designer: Konnor Cantrell

Brand Management

Group Director of Brand Management: Justin Pitcher

Brand Director: Nicole Smith

Brand Supervisor: Megan Boland

Brand Manager: Jaz Hayes


Managing Director: Gavin Jones

Strategy Director: Snigdha Mathur

Head of Social: John Principe

Strategist: Carly Sutherland


Group Creative Director: Gus Johnston

Associate Creative Director: Greg Coffin

Associate Creative Director: James Duffy

Project Management

Project Manager: Katie Armstrong

Agency Production

Head of Production: Hilary Coate

Producer: Ben Evangelista

Director of Business Affair: Quynh-An Phan

Business Affair Manager: Christine Tom


Production Company: Lumberyard

Executive Producer: Jill Honig

Line Producer: Laura Fries

Post Production

Post Production Company: Lumberyard

Editor: John Evans,

Editor: Naomi Goodman,

Assistant Editor: Jason Bridges,

Post Producer: Allison Lee


Director: Steve Mapp


Color/Finish: Mission LA

Executive Producer: Jessica Locke

Senior VFXProducer: Ryan Meredith

Flame Artist: Gizmo Rivera

Colorist: Matthew Schwab

Color Producer: Corey Mile

Music and Sound

Music/Sound Design: StareCrazy

Music and Sound Composer: Jonathan Dreyfus

Producer: Amy Dreyfus

Sound Engineer: Daniel Müller

Out of Home

OOH: Lumberyard Studio

Head of Studio: Michelle Wells

Senior Studio Specialist: Jennifer Trull

Presentation Artist: Kevin Camacho

Senior Proofreader: Michael Rosenthal

Media (Supply)

CEO: Matt Nisbet,

Director of Account Growth: Alondra Perea, Ian Horne


Kempner Communications: Leslie Repetto


Controller: Irina Barylau,

Client Financial Assistant: Haylee Barritt

Genres: Comedy, People, Storytelling

Categories: Food, Fresh fruit and vegetables

Venables Bell + Partners, Fri, 17 Dec 2021 09:47:35 GMT