Good Food is Within Reach: Brand Campaign
In mid-2021, consumer at-home cooking and baking habits were shifting as vaccine availability changed the nature of the pandemic. While we could see these behavior changes through syndicated data (SPINs and Nielsen), we didn’t know exactly what holiday 2021 would bring. At the same time, the brand faced the challenge of recovering market share lost in late 2020 due to pandemic-driven shortages. While Sales worked hard to recover distribution, I led a brand team charged with creating consumer preference that translated into consumer pull.
Designed to support a distribution-driven market share recovery initiative, our 2021 peak-season brand engagement campaign centered around sharing meals together again, and implemented early learnings from our brand refresh work.
Key areas of brand management leadership:
Developed campaign strategy, creative concept and budget
Produced campaign, including web content, video and social media content
Led media planning across paid social media, influencer and media partnerships, and shopper marketing
Key results:
Recovered brand market share
Exceeded campaign goals for email lead-generation and paid media impressions
Highly efficient use of budget, with media spend 10x creative spend
