The Avo Effect Campaign Wins ADDY Award

We’re thrilled to announce that our The Avo Effect campaign has won a Silver ADDY at the San Diego 2021 American Advertising Awards. One of the largest competitions of its kind, the American Advertising Awards attracts nearly 35,000 submissions each year. Concepted and produced by Visual Content Agency (VCA) of San Diego, California, The Avo Effect won Silver in the Integrated Advertising Campaign category.

“We are honored to have collaborated with Visual Content Agency on such an inspiring project to show how impactful our avocados have had on our employees, customers, businesses, and organizations around the globe. We’re overjoyed to see those efforts recognized by the American Advertising Awards,” said George Henderson, marketing manager for West Pak.

The Avo Effect campaign launched in October of 2019 with installments throughout 2020 and shed light on the amplifying avocado industry, covering emotionally compelling stories of how West Pak avocados have made a global footprint on trade, retail, foodservice, commissions, organics, sustainability, and social media influence.

Accompanying the campaign, the agency also cross-promoted on various digital mediums and content formats, including social video, infographics, blogs, email marketing, trade media, and on West Pak’s blog, all of which sparked meaningful conversations around the impact of the avocado, generated buzz, and resulted in recognition in the industry of marketing and advertising.

Visual Content Agency Co-founder and Creative Director Vincent Apodaca said, “The Avo Effect was designed to bring the impact of the avocado to life online by showcasing the various industries that it positively reaches. At VCA, storytelling is key, and it was an honor to have the opportunity to travel globally with West Pak to produce the compelling message this campaign brings.”

“It’s an incredible collaboration to be working with the West Pak Avocado team,” added Visual Content Agency Co-founder and Director of Strategy Amy Hadrys. “Strategically, we analyzed the global epiphany the avocado has created to develop episodes that honed-in on the company’s target audience and avocado fans. It’s amazing that the avocado has created such a societal mark, and we are part of this journey.”

Visual Content Agency created, directed and produced, The Avo Effect in partnership with the West Pak Avocado sales and marketing team. The campaign was made possible with the collaborative joint efforts with Purely Visual PR, All Good Productions, Dominique Labrecque Photography, David Berry Productions, among others. The Avo Effect series can be found at, under the hashtag #AvoEffect, and on West Pak’s social media.