Stonefruit WA: Reversing Truck

When we’re talking about freshness, we’re really talking about timing - get the timing just right for stone fruit perfection. And while timing is essential for delicious stone fruit, it’s also essential for most things in life. We had to make an everyday fact more dramatic. To remind people not to put up with unripe stone fruit, our radio campaign highlighted some of the more extreme situations in which bad timing can ruin everything. They say that metaphors have a way of holding the most truth in the least space, which is we told some absurd stories about ruined weddings and blockbuster blunders. All of which planted the seed of ‘timing’ just right, when it came to classic WA stone fruit.