Chosen Foods
Chosen Foods
Choose Your Chosen
Avocados had already made Chosen Foods a leader in the oil aisle. But when they launched a new avocado-based salad dressing, they faced two big hurdles: consumer skepticism (Why salad dressing from an oil brand?) and sustainability concerns (what about the stories I heard about avocado exploitation?).
We needed to shift the conversation—from selling a product to embedding the brand into everyday food culture.
Instead of relying on one-off influencer posts that might resemble billboards, we aimed to ensure a deeper level of trust and more meaningful engagement with their audiences through repeated exposure of brand-forward content from a hand-picked team of ambassadors who didn’t just promote the product, but lived with it, cooked with it, and brought their audiences along for the ride.
Through multiple campaign beats, they weren’t just influencers—they were extensions of the brand.
Here’s how it played out:
Welcome to the Avosquad → Ambassadors announced their long-term partnership with Chosen Foods,.
Personalize the Recipe → They shared personal recipes inspired by their heritage, tying their stories to Chosen Foods’ roots in Coastal California and Central Mexico.
Activate the Community → he Avosquad didn’t just post—they kept the conversation going. Through interactive content, recipe challenges, and real-time audience engagement, ambassadors drove thousands of entries into the Choose Your Chosen contest, keeping Chosen Foods top of mind across multiple campaign beats.
Chosen Gives Back → To close out the campaign, ambassadors integrated Chosen Foods into holiday meals and gave back to their communities—donating meals to local shelters to reinforce the brand’s commitment to real food accessibility.
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As a relative newcomer to the category, Chosen Foods faced skepticism from audiences regarding its new avocado-based salad dressing.
Negative consumer beliefs about the sustainability of avocado harvesting meant we needed to highlight Chosen Foods' commitment to doing things differently by giving back to Mother Earth through sourcing from only sustainable partners.
Millennials were just starting to reemerge from quarantine, turning to intimate, at-home, quarantine-safe activities for socialization. Here, we aimed to position Chosen Foods' new dressing product line as a centerpiece for simple, good-for-you moments among friends.
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Honoring Chosen Foods' mission to celebrate the positive connections we have with one another, delicious food, and the planet, we set out to develop a campaign that celebrated intimate moments around a simple, good-for-you salad made better with Chosen Foods.
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Phase 1: Ambassadors received a special delivery from Chosen Foods and took to Instagram to announce their participation in the Chosen Foods Ambassador Program, along with the announcement of the "Choose Your Chosen Contest" to win a duo of dressings from Chosen Foods.
Phase 2: Ambassadors spoke about Chosen Foods' roots in Coastal California and Central Mexico, revealing a personal recipe inspired by their own family and culture.
Phase 3: Ambassadors encouraged follower entries into the "Choose Your Chosen" contest, in which the winner received an Ambassador care package from Phase 1.
Phase 4: Ambassadors demonstrated authentic integration into holiday meals and traditions. In this phase, Ambassadors found an opportunity to promote Chosen Foods' mission to support the accessibility of real foods by donating a meal or meals to a local shelter or program.
