Soul & Science : #47: Oishii VP of Brand Marketing Lesia Dallimore | Power in Partnerships


If you live on the East Coast, you may have seen Oishii strawberries for sale at Whole Foods or a smaller specialty food retailer. If not, you’ve definitely seen them online. We did a taste test in the Mekanism office and they were amazing.

Today, I’m speaking with Lesia Dallimore, the VP of Brand Marketing at Oishii. A passionate storyteller with a diverse background and extensive expertise in the field of marketing luxury goods, including lululemon, Lunya, and Erewhon.

What is it that makes Oishii strawberries so special and how do you communicate that story thru marketing?

In this episode, you’ll learn:
  • The most important aspect of marketing a luxury brand is the same regardless of the product– whether it’s a strawberry or a pair of expensive leggings– and it happens at the intersection of product and experience
  • Storytelling and brand mission are key when it comes to reaching critical mass
  • Never underestimate the power of a good partnership. If you want to get your brand on everyone’s minds, you need to create a symbiotic relationship with influencers and other brands.

Brought to you by Mekanism.
Soul & Science
Does marketing live in the heart, or in the head? Should you trust your instinct, or your integers? If the answer is both, should you lead with one more than the other? As a creative agency, Mekanism has been asking these questions of ourselves and our clients for over 10 years. Join co-founder and CEO of award-winning creative agency Mekanism, Jason Harris, on his quest to answer these questions with the world’s leading marketers from the brands we’ve all come to love. Named CEO of the Year by The Drum Magazine, Jason will draw from his experience during these easily digestible 20-minute episodes to explore the Soul of these famous brands and the Science of staying relevant, exploring how they’ve become culture defining emblems in our modern world.
Brought to you by Mekanism