Freelance Creative Strategist + Copywriter
Freelance Creative Strategist + Copywriter
Hellmann's Organic and Hellmann's Vegan Carefully Crafted were ready to launch. It was our job to create a unique story for each - to be leveraged in the growing "clean eating" space.
For each product, we unearthed an insight/foodie zeitgeist - in #BePicky and #OrganicForThePeople.
Insight: Twitter revealed our target was picky about food - demanding high quality, great taste, and specific ingredients. As they should.
Campaign: This product is eggless, certified vegan, cholesterol free, non-GMO, and still tastes creamy and delicious. So go ahead, #BePicky.
+++
Insight: Among the competition, we had the most accessible, affordable organic mayo on the market.
Campaign: Hellmann's believes everyone should be able to find, afford, and enjoy organic products. Hellmann's Organic is #OrganicForThePeople.
On social, our content garnered a 19.8% view rate (16% benchmark) and a 6.3% engagement rate (4-5% benchmark).
The new products landed over 531 media placements - including Martha Stewart Living, Cooking Light, and Well+Good.
In total, the campaigns garnered 4.7MM chef & celebrity influencer media impressions - in working with Eden Grinshpan, Haylie Duff, Chef Alex Guarnaschelli, and more.
+++
Concept + Copy: Marley Tito, Asterios Kokkinos
Art Direction: Kat Saoyen, Molly Kugelmann, Veronique Zayas