Campaigns
I help brands find their voice and then I bring that voice to life across all touchpoints. My work blends strategy, empathy, and design to create brand identities that feel unique, clever, and clear.
Launching Clusters for Peeled Snacks
Introducing a new kid-approved snack through curiosity and real reactions. Clusters were a new better-for-you snack created for parents who care about ingredients and for kids who wanted something fun to eat. My goal was to thoughtfully introduce the product, build buzz before launch, and use parent-and-kid feedback as the heart of the campaign.
Understand the Audience
Before starting the creative work, we spoke directly with parents and kids to understand their snack habits, flavor preferences, opinions on packaging, and when they look for quick, feel-good snacks. Kids helped us shape our ideas, not just as an audience but as co-creators, and their feedback helped to shape the messaging of our launch.
Shape the Story
We based our positioning on curiosity and joy. Rather than explaining too much, we focused on discovery, textures, and excitement that appeal to kids. We identified key touchpoints: teaser social posts, short video reactions, a product landing page, and emails. Our main messages highlight real fruit, real ingredients, a mix of wholesome and playful, and a snack kids will want again, and again, annnd again.
Plan & Create Content
For each key touchpoint, we outlined what parents needed to see, what kids should feel, and how the product should appear. Next, we created the main campaign assets, including social graphics, copy, and landing page content. We also worked with parent and creator families to capture real kid reactions. The final campaign combined our in-house creative work, genuine family voices, and a playful sense of curiosity, making the launch feel both fun and credible.
The Launch
After the launch, we kept an eye on how shoppers behaved, how engaged they were, how creators performed, and what people thought. We found out what grabbed attention, what got clicks, and which flavors were most popular. We shared this information with our team to help guide our next steps and strategies.
To be transparent, Clusters launched just as COVID changed the grocery and distribution landscape. The product had heart (and tiny fans), but the timing was tough *a moment of slience for Clusters*. Still, the launch process did what it was supposed to do: spark curiosity, encourage listening and questions, and inspire creative work. Campaigns like this help brands learn, test ideas, and build momentum for future growth.
Snapshot of Additional Campaigns
