Independent New York agency Fig has won the business of two brands, Homesense and Naked Juice, both following competitive pitches.
Fig was named creative agency of record for Homesense, a chain of discount home furnishing stores with locations on the east coast and in Texas.
Retail home decor brand HomeSense has named Fig its creative AOR.
Fig’s remit is to introduce the brand with its first awareness campaign to help make the brand a household name in home furniture and décor.
Homesense is a TJX retail brand, a parent company that also owns TJ Maxx, Marshalls, Home Goods and Sierra.
Naked Juice has named Fig its creative AOR.
Fig was also named creative AOR for Naked Juice, a Tropicana Brands Group brand.
The goal of the Naked Juice partnership is to re-establish the brand’s leadership in the juice category, identifying the brand as culturally relevant and articulating the role Naked plays in consumers’ lives.
The upcoming integrated campaign, set to debut later this year, will focus on OLV, social, digital, OOH and activations.
“We chose Fig because of their ability to bring together rigorous data and inspirational storytelling. It’s rare that an agency does both as well, and as enjoyably, as Fig does. We’re so excited to partner together and launch amazing work for Naked Juice,” said Julia Low, head of integrated marketing communications for Naked Juice.
Naked Juice was spun off as part of the Tropicana Brands Group in 2021, when PepsiCo parted ways with Tropicana and Naked.