Cherubs

Desert Glory, a San Antonio-based tomato grower, needed to brand their NatureSweet grape tomatoes for club retail. While these tiny tomatoes were increasingly popular for their sweetness and snackability, branding produce was unusual at the time. With a limited budget, they needed to create a memorable brand that would resonate with consumers and stand out in the produce aisle.

“Cherubs” was chosen for its perfect alignment with the product:

• Evoked images of sweet, tiny, rosy-cheeked angels, mirroring the tomatoes’ size and flavor
• Offered a playful, memorable name that consumers could easily recall
• Created a heavenly association matching the tomatoes’ irresistible taste

Cherubs tomatoes quickly captured consumers’ hearts, rising to become America’s #1 small tomato by 2017. The engaging name transformed these tomatoes from a simple produce item into a coveted snacking choice. The brand’s success exceeded expectations, achieving strong recognition and driving remarkable growth in the competitive tomato market.

Check out our NatureSweet tagline story.