essential COSTA RICA, the country’s official brand, today announced the launch of an innovative awareness campaign in collaboration with Amazon Ads Brand Innovation Lab. The campaign, titled “The Natural Choice”, positions Costa Rican produce – including pineapples, bananas, cassava, and coffee – as premium, ethically produced exports that align with European consumers’ growing focus on health, wellbeing, and sustainable lifestyle choices.
The campaign will run across multiple Amazon touchpoints, creating an immersive brand experience that highlights the quality and sustainability of Costa Rican exports. UK consumers will encounter the campaign through:
- Amazon Brand Store: A comprehensive digital hub that serves as the campaign’s home, where visitors can discover recipes and learn wellness tips rooted in Costa Rican tradition. An interactive map guides visitors through regional food culture, showcasing how pineapples, cassava, bananas, and coffee are grown and enjoyed across Costa Rica.
- Prime Video ads: 15-second video spots featuring animated illustrations that highlight individual ingredients (coffee, cassava, bananas, and pineapple) with campaign URL visible throughout. The same campaign creative will be featured across the Brand Store and other touchpoints, creating a cohesive visual identity.
- Amazon Lockers: Featuring artwork and playful headlines tied to the hero products, with QR codes leading customers to recipes and tips housed on the Brand Store.
- Amazon Fresh Bags: Extending the campaign into homes through delivery bags featuring campaign messaging and scannable QR codes linking to the recipe section on the Brand Store.
- Branded Alexa Experience: Guiding users on how to choose, store, and enjoy Costa Rican produce, with facts connecting to health, tradition, and sustainability. Users can activate this by saying, “Alexa, launch tips from Costa Rica.”
In a world where consumers are overwhelmed by artificial choices, Costa Rican produce stands out as a natural and sustainable alternative: pineapple, banana, cassava, and Costa Rica’s iconic coffee — all sun-grown, carefully nurtured, and naturally beneficial for wellbeing,. Through our partnership with Amazon Ads Brand Innovation Lab, we’re able to share this authentic story at scale, reaching health-conscious UK consumers at key moments throughout their daily lives.
– Adriana Acosta, Director of the country brand essential COSTA RICA
The campaign features hand-drawn, custom-created illustrations with organic shapes and textured surfaces, creating a distinct visual identity that evokes the authentic, carefully crafted nature of Costa Rican exports. This artistic approach offers a deliberate contrast to digital and AI-generated imagery, reinforcing the campaign’s emphasis on natural choices.
I love that every detail of this campaign – the colours, the illustrations – celebrates the vibrancy of Costa Rica and piques curiosity, while the recipes inspire customers to take action and enjoy the flavours of its produce. All while building awareness for an inspiring model for sustainable tourism and business.
– Kate McCagg, Head of Amazon Ads Brand Innovation Lab
The campaign will run from October 15, 2025, until November 20, 2025, inviting UK consumers to make “The Natural Choice” by incorporating Costa Rican pineapples, bananas, cassava, and coffee into their daily lives. For more information, visit the essential COSTA RICA Brand Store on Amazon UK.
