snack in terra color.
People saw TERRA as a special-occasion chip. We proved it's the mundane moments that need color most — positioning TERRA as the ultimate antidote to beige snacking.
After launching the campaign, we kept it alive with JetBlue activations, guerrilla stunts, and social content produced weekly in-house.
Results: +6.85% Sales | +36% Purchase Intent vs. every other chip in the category | +200% Facebook Engagement | +135% Instagram Engagement
Recognition: The Drum Awards, Brand Content Strategy
Role: Lead Writer / ACD / In-House Video Director Made with: Nicole Lucey (ECD), Nicole Farnia (AD), Kim Acer (AD)
My favorite in-house creation.
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Propelled Ricola to #1 Drop
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Shut Internet Trolls Down
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PIONEERED BIAS FIGHTING TECH
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Got Thing To lend a hand
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Gave Ricola a sense of humor
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Sparked a national debate
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Disrupted the sea of sameness
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Made a 320-year-old rum relevant to millennials
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Threw first virtual ugly sweater party
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Got leaders to step up at cannes
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Launched world's first smart skincare regimen
