Berkshire Hathaway HomeServices in Irvine launched a national brand campaign that positions the real estate brokerage franchise network as a brand that’s “good to know” when selling or buying homes.
Agency BBDO Minneapolis produced the campaign, including 15- and 30-second versions of a video spot titled “Place,” which “allows viewers to feel the importance of home, though the word ‘home’ is never mentioned,” the company said.
“We know a home represents the most significant transaction most people may ever make in their lives and this spot reflects the magnitude of that all-important decision,” Chief Executive Gino Blefari said in a statement.
The campaign, which kicked off this month at HomeServices’ annual Sales Convention in Phoenix, is airing on HGTV, and includes corresponding print and digital ads.
The company is meanwhile sponsoring HGTV’s “Good Bones” show about mother-daughter duo Karen Laine and Mina Starsiak, who renovate homes in Indianapolis. They will also offer “easy tips to maximize home-sale potential” in “specially produced, branded short videos” that will run on HGTV and related websites.
“HGTV is incredibly popular among our key demographics and ‘Good Bones’ is coming off a wonderful first season,” said HomeServices President Stephen Phillips. “Through our sponsorship we believe we are poised for another great year of growth.”
Skydive Into Retail
Former Navy SEAL Andy Stumpf helped Irvine-based 5.11 Tactical mark the opening of its Oceanside location this month by jumping out of an airplane and landing at the store’s entrance.
The apparel and gear designer outfitting soldiers, firefighters and police officers also hosted merchandise giveaways and honored local law enforcement officers and military “for their exemplary service to public safety.”
5.11 Tactical plans to grow its 13-store retail lineup this year at a pace of one or two additions a month. Its Commerce location, next to Newport Beach-based Craig Realty Group’s Citadel Outlets, opened over the weekend, sans Stumpf.
Green on This Side
About 84% of avocado growers in the state voted to support the California Avocado Commission in Irvine for another five years.
The marketing and advocacy nonprofit organization, created in 1978, represents some 3,400 growers who produced 261 million pounds of the fruit in 2015. Its chief job is to spur demand for California avocados in the U.S. through advertising, promotion and public relations. It receives most of its funding from the Hass Avocado Board in Mission Viejo, a nonprofit group that’s overseen by the U.S. Department of Agriculture and collects an assessment—2.5 cents for each pound of fresh avocados sold on the market—from domestic Hass producers and about 150 avocado importers around the U.S.
The continued influx of imported avocados into the United States “presents a challenging reality for California avocado growers, and it is critical for CAC to encourage demand and bolster the premium position of California avocados,” said Board Chairman Doug O’Hara.
This year’s crop—affected by substantial rainfall in the region—is estimated at 119 million pounds, or about half the size of last year’s harvest. The commission plans to launch “customer-specific marketing” in April in areas where demand for California avocados is high.
Bits & Pieces
Wilson Automotive in Orange sold its one millionth automobile and donated a Toyota Tundra to Orangewood Children’s Foundation in Santa Ana to celebrate the milestone. The dealership chain employs about 2,000 and generates nearly $2.5 billion in revenue. … Sparkhouse moved its headquarters from Costa Mesa to Irvine to accommodate staff growth. Digital agency Devise Interactive, which has been sharing space with the video marketing agency, came along to the new, 3,100-square-foot space on Main Street. Sharing an office “is great for many reasons,” said Sparkhouse founder and Chief Executive Torrey Tayenaka. “We know what we are good at and we know what we aren’t good at, so it’s great to have a partner and teammates we can lean on when we need other services for our clients. Also since we both aren’t giant agencies yet, it’s awesome to have more people to hang out with, go to lunch, bounce ideas off of etc. There’s always something brewing with everyone around.”
