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.”