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WELCOME TO HARVEST SEASON

CLIENT: SWEETGREEN
ROLE: LEAD CREATIVE STRATEGIST

Sweetgreen launched their Fall Harvest menu featuring new Maple Glazed Brussels Sprouts on Paid Social by balancing farm-freshness and craveability to drive excitement and trial. A fleet of assets was created to start testing different messaging in key regional markets. This mix of creative proved highly successful, showing us that it takes a diverse set of ads to tell a story and resonate with different audiences that are at different entry points with the brand.

  • 2x the impressions YoY

  • 24% increase in clicks YoY

  • 50% more efficient CPM YoY

SHORT-SHORTS & AN ICONIC GREEN BAG 

CLIENT: SWEETGREEN
ROLE: LEAD CREATIVE STRATEGIST

When A-list actor Paul Mescal was spotted carrying Sweetgreen’s iconic green bag on the sidewalks of Manhattan, his fit immediately went viral. In under 24 hours, Sweetgreen launched this paid ad in response and smashed benchmarks on TikTok.

  • 300% more efficient than campaign average

  • 631% higher CTR than campaign average

The Viral Moment

YOU DON’T HAVE TO BE A SALAD PERSON TO BE A SWEETGREEN PERSON

CLIENT: SWEETGREEN
ROLE: IDEATOR & COPYWRITER

Strategizing around ways to announce Sweetgreen’s newest menu item—protein plates—led to crafting a brand-defining insight, which then became the brand’s slogan, drawn from observations from social listening and first-party data research:

  • The Observation: Audiences historically believe that Sweetgreen’s greens-based menu items will not fill them up and therefore not worth their money

  • The Insight: You don’t have to be a salad person to be a Sweetgreen person

GOLD MEDAL-WORTHY ACQUISITION

Pre-Olympics Creative

Post-Olympics Creative

CLIENT: PEACOCK
ROLE: LEAD CREATIVE STRATEGIST & COPY

There were no plans to promote Peacock’s 2024 Summer Olympics coverage in the brand’s acquisition campaigns, but consumer research and observations revealed a significant opportunity to leverage the world’s biggest sporting event to broadly drive new subscribers, and retain them with evergreen sports messaging.

  • The Observation: Once every four years, people pause their summer plans to root for the world’s best athletes. Coming off the tail of record-breaking sports viewership thanks to names like Caitlin Clark and Coco Gauff, more people were going to be tuning into the Olympics than ever before—fans just needed to know where and how to watch.