Sumo Citrus

Campaign Strategy & Development, Web Experience

The much-loved fruit becomes an iconic brand. With a compelling story, rich visuals, and die-hard fans who buy out grocery stores each year, Sumo Citrus is a new beginning for branded produce.

The Healthy Obsession campaigns offers a window into the world of Sumo Citrus super-fans. The story of Sumo Citrus is told through their voice, their passion, their wild obsession with the world’s most loved fruit.

The centerpiece of the campaign is a series of TV commercials that showcase obssessive fans sharing their love of Sumo Citrus.

The iconic shape of Sumo Citrus, with its signature "Top Knot™," has become a totem of joy and celebration in a difficult time.

Alongside a fully integrated digital campaign, Healthy Obsession has key placements in the New Yorker and Bon Appetite magazines, billboards in select cities, and electric car charging stations across the country.

We teamed up with creative partners including Hypebeast, LA Times, MindBodyGreen, and Upworthy to reach more intimate, lifestyle-driven communities to tell Sumo Citrus stories in unique ways.

In a collaboration with Hypebeast, we partnered with anime illustrator Chris Metzner to bring the Japanese origin story of Sumo Citrus to life.