Pluck’d banks on first bite to win consumers

lūquire has developed the first campaign for tomato brand Pluck’d, introducing a social-first concept designed to challenge consumer expectations in a category often associated with inconsistent quality.

The campaign, Pluck Around and Find Out, coincides with the brand’s retail debut and positions Pluck’d as an alternative to what it describes as long-standing dissatisfaction with tomato taste.

Campaign challenges category conventions

lūquire’s approach moves away from traditional produce advertising, which often focuses on freshness cues and polished visuals. Instead, the campaign highlights a familiar consumer experience: tomatoes that look appealing but fail to deliver on flavour.

The concept reframes this insight into a call to action, encouraging consumers to try the product and form their own opinion. The work combines humour with influencer-led storytelling to build engagement across digital channels.

Social-first execution drives engagement

At the centre of the campaign is a series of short-form video assets designed for social platforms. Rather than relying on a single execution, the campaign uses a modular structure with multiple films exploring different scenarios.

These include reaction-based moments, situational storytelling and more conceptual executions. A recurring element is the “find out face”, which captures consumers’ reactions when trying the product for the first time.

Supporting brand launch and distribution

The campaign marks the first collaboration between lūquire and Pluck’d, following the agency’s appointment to lead brand platform development, creative and production, as well as paid media, influencer partnerships and PR support.

Pluck’d tomatoes are being introduced across selected retailers in the mid-Atlantic and Southeast regions, including Walmart, Weis Markets, Harris Teeter and Food Lion, with distribution rolling out in phases.

Focus on trial and consumer response

Ben Alexander, CEO, Pluck’d: "Pluck'd exists because consumers deserve better than the status quo, but we knew we couldn't just say that, we had to prove it. This campaign is about giving people a reason to take that first bite. Once they do, the product speaks for itself, and that's what ultimately drives trial, repeat purchase, and a shift in expectations."

Stephanie Spicer, President, lūquire: "We saw an opportunity to break out of the category's sameness by leaning into a truth most people don't even question anymore, that tomatoes are usually a letdown. Instead of overexplaining why Pluck'd is better, we built a campaign that invites people to experience that difference for themselves. 'Pluck Around and Find Out' uses humor and real reactions to turn a simple product trial into something memorable and shareable."

www.pluckd.com

www.luquire.com

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