Brand

Sweetgreen Taps Food Influencer Pierce Abernathy To Highlight Farm-To-Table Peach Campaign

Published on July 17, 2025

Sweetgreen is partnering with social media cook and model Pierce Abernathy to promote its summer menu featuring peaches from Frog Hollow Farm in Northern California. The campaign brings Abernathy to the stone fruit farm to create content highlighting the chain’s ingredient sourcing process.

The New York-based influencer, known for his produce-focused content on Instagram and TikTok, visited the farm and interacted with founder Al Courchesne to document how the farm produces what Sweetgreen considers premium stone fruit for its peach and goat cheese salad.

“His food content is so thoughtful and very aligned on the importance of sourcing incredible ingredients, discovering ingredients at the farmers market, and celebrating those ingredients as heroes,” Nicolas Jammet, Sweetgreen co-founder and Chief Concept Officer, told ADWEEK.

The campaign represents Sweetgreen’s strategy of marketing seasonal produce similar to how fashion brands promote new product releases. Peaches have appeared on Sweetgreen’s summer menu for 15 years, with the chain developing new promotional approaches annually.

“It puts the spotlight on the peach and the grower and treats the peach like other consumer fashion brands would treat their newest product that they drop,” Jammet noted.

Previous seasonal campaigns include a 2023 “Peach Week” collaboration with restaurants and brands, and a 2024 Brussels sprouts promotion featuring social media fashion couple Aki and Koichi.

Influencer Selection Based on Brand Values

Abernathy, who gained popularity during the pandemic through cooking videos before expanding into fashion modeling for brands like Gucci, selects partnerships based on cultural relevance and alignment with his personal values.

“I preach this idea of being as close to your food as possible—whether that means knowing the stocker at your grocery store or going to the farmers market a couple times a week,” Abernathy stated.

While partnerships currently represent a significant portion of his income, Abernathy indicates he is exploring additional revenue streams including editorial content, cookbook development, and potential restaurant ventures.