Perfection Fresh, a player in the Australian fresh produce industry, has selected Emotive as its lead creative agency. The company, which generates over $900 million in annual revenue, operates eight major farms across Australia and is known for its brands such as Broccolini, Qukes baby cucumbers, and Calypso mangoes.

Emotive, an independent creative agency founded in 2015, will spearhead Perfection Fresh's brand and campaign work on a national scale. This includes a refreshed brand identity and product campaigns aimed at strengthening the company's market position. Perfection Fresh seeks to establish itself as a brand that Australians instinctively feel for and reach for.

Chief Marketing & Innovation Officer at Perfection Fresh, Luke Gibson, commented, "Fresh produce branding is still a foreign concept for most consumers in what's traditionally seen as a commoditised category. So we needed an agency that could push creative boundaries across both traditional and non-traditional channels with ideas that avoid the dreaded 'meh'. Emotive's track record in using emotion to influence behaviour and drive decision making alongside the agility that comes with independence, made the choice easy. We're excited to bring the work to life together."

Emotive's client roster includes notable brands such as Google, Audible, Revlon, Pernod Ricard, Unilever, Breville, Mount Franklin, and Optus.

CEO and Founder of Emotive, Simon Joyce, said, "This partnership is a huge opportunity to use creativity to challenge some deeply entrenched conventions in how Australians shop for fresh produce. There's so much untapped brand potential and the chance to elevate Perfection Fresh to a position where consumers want to trade up is an exciting challenge. What makes it even better is how ambitious Luke and the team are to create ideas that genuinely change how people feel. We're thrilled to be on board and already feeling the momentum with the team."