B2B Project

Hass Avocados.

B2B

Promoting Avocados to Health Professionals

The goal was to raise awareness among health professionals (including doctors, nurses, nutritionists, and influencers) about the health benefits of avocados. This involved educating them on how avocados can be incorporated into dietary patterns and meal combinations to help their patients or clients, regardless of age, increase nutrient intake, consume more produce, and improve satiety and meal satisfaction.

I developed tailored copy for a variety of materials, including handouts, email campaigns, landing pages, and additional assets. Each communication was customized for six different non-consumer advocate groups, ensuring that the messaging, tone, and targeting were aligned with the unique personas of each group.

Some Numbers
0
Health Professionals
Sent out to over 1 million people
0
Collaboration and Recipes
Hundreds of recipes and thousands of data points needed to be saved and constantly updated.

3 present-day rules of B2b

* There is no B2C or B2B It’s all B2P: Business to people. B2B decision makers ARE STILL PEOPLE – so speak in HUMAN terms
* Long form copy is dead- copy is an art of using as few words as possible to deliver the most impactful message
* avoid corporate gobbledygook and salesy, buzzword-riddled tone that doesn’t say anything