Challenge

As part of the McDill Associates leadership team, help launch and grow Artisan Lettuce, a new premium leafy greens brand from Tanimura & Antle. The goal was to establish immediate relevance at retail and build long-term momentum in a competitive category.

Strategy

Develop a phased, seasonal marketing strategy beginning with a holiday launch. Create a cohesive platform spanning core messaging, packaging, custom recipes, consumer giveaways, and sales materials to support the brand through its critical early years.

Results

Artisan Lettuce quickly rose to category leadership, driven by a strong consumer-first approach and clear retail positioning. The brand’s success led to extensions beyond lettuce into additional varieties and red onions, cementing Artisan as a scalable, trusted name in produce.