Pluck Around and Find Out

As new tomato brand Pluck’d hits the shelves today, it’s leading with attitude, not agriculture clichés. The Virginia-grown tomato brand, on a mission to fix a category long defined by disappointment, today launches its first campaign, “Pluck Around and Find Out.”

Developed in partnership with its lead creative agency, lūquire, the work flips category conventions on their head with a social-first rollout designed to challenge deeply ingrained consumer expectations around produce. The effort blends irreverent humor, influencer-driven storytelling, and a product truth that has long gone unaddressed: most people expect tomatoes to disappoint.

Rather than leaning into polished food imagery or predictable freshness claims, the creative centers on what the agency calls “tomato trauma” – the all-too-familiar experience of visually appealing produce that underdelivers on taste. The campaign reframes that disappointment into a provocation, inviting consumers to try Pluck’d for themselves and see what happens next.

A series of :15 spots sit at the center of the campaign, designed for social-first consumption. Rather than a single centerpiece, the campaign is built as a modular video system, while multiple films bring the idea to life across different scenarios, from reaction-led “find out” moments to situational storytelling and more conceptual executions like “side effects.”

At the core is the “find out face,” a series of reaction-driven video assets capturing first bites and the moment expectations are upended. The work arrives alongside Pluck’d’s retail debut, marking a foundational moment for the brand as it looks to break into a category often defined by sameness.

The campaign is the first work born out of lūquire and Pluck’d’s relationship, since the brand brought the agency on to lead brand platform development, campaign concepting,creative development and production, along with support across paid media strategy, influencer partnerships, PR launch support, and the development of a new consumer- and investor-facing website.

The tomatoes are now available for purchase regionally across the mid-Atlantic and Southeast in Walmart, Weis Markets, Harris Teeter, and Food Lion, with availability rolling out in phases beginning mid-April and continuing into early May.