Highlight: BOTH / AND for Sumo Citrus

BUILDING A BRAND FOR THE ULTIMATE CITRUS EXPERIENCE

Since 2022, Brianna has served as the fractional account director and copywriter for Sumo Citrus at BOTH / AND (formerly known as Superior Branding Company), who began working with the brand in 2020 to build its cult following into national mainstream awareness.

Sumo Citrus is a hybrid mandarin that is loved by celebrities, the press, and an obsessed community of fans. Its story began in the 1970s, where a visionary grower in Japan sought to create the ultimate citrus experience from the best of the Satsuma, orange, and mandarin varieties. This vision led to a naturally non-GMO citrus fruit with characteristics like no other. Seedlings were first brought to the United States in 1998 and nurtured by expert growers over decades until the first fruit was released to Whole Foods under the Sumo Citrus brand in 2011.

BRAND STRATEGY

Brianna partners with BOTH / AND creative and strategic leadership to develop the annual Sumo Citrus campaign strategic brief and the offseason owned channel strategy.

COPYWRITING

Beginning in 2024, Brianna writes all of the copy for the Sumo Citrus annual campaign, inclusive of OOH (out-of-home), digital paid advertising, Google Performance Max, email, social media, and more. She also authors the offseason owned channel copywriting.

PROJECT MANAGEMENT

Brianna leads the project management for BOTH / AND on the Sumo Citrus account, and the collaboration across the IAT teams who manage brand and creative strategy and development, media strategy and execution, and public relations on behalf of the Sumo Citrus brand.