The Vanguard International Group launched two refreshed marketing campaigns this fall for two arms of its business, Vanguard International and Vanguard Direct. Developed by the Vancouver-based advertising and design agency of record If Communications, the campaign will further position Vanguard International as an innovative industry leader in produce worldwide, and Vanguard Direct as a leader and innovator in the North American market for grapes.

Vanguard International
The new brand direction centers on the Vanguard “V”. “V” represents a wide-ranging set of promises that are centered around the quality, availability, and reliability of the produce 52 weeks of the year, all part of Vanguard’s ongoing commitment to customers. Watch for campaign video updates at www.vanguardteam.com/vmeans.

Vanguard Direct
Vanguard Direct’s primary focus in 2019 is distributing Vanguard Peru’s multiple grape varieties, grown using horticultural practices from years of expertise, and delivering freshness from its fields in Peru to shelves in North America. The new brand direction for Vanguard Direct focuses on how ownership of a globally known grower of produce differentiates it in the market. Watch for campaign video updates at www.vanguardteam.com/direct.

Consumers and distributors will start to see the refreshed campaign roll out for the remainder of 2019 and up to 2020.

“Our goal in developing the creative materials was to continue, and expand on, our trade campaign that builds on the now-established brand identity and digs deeper into key product benefits (quality, condition, and taste) to Vanguard’s audience,” said Tim Kelly, creative director at If Communications.

The launch of the campaign comes at the start of a busy fall produce season and heading into 2020 that will bring more growth and expansion for Vanguard International.

“The campaign will aid us in continuing to promote our produce, specifically our grapes and apples, and service our key Asian markets, while ensuring our audience in these markets knows that Vanguard International connects the worlds’ best in produce," said Craig Stauffer, chief executive officer of Vanguard International.