Campbells Snacks
Always-On Content 2024
Social Content
Here are a sample of the type of organic evergreen content that is natively social and brand love building I had the pleasure of leading, collaborating, and shooting for Kettle, Goldfish, Snyders and Pepperidge Farms.
From producing monthly calendar content for IG, FB, and TT, sourcing, and then briefing micro content creators, not to mention coming up with agile reactive content no two days were ever the same, especially when it came to working on 4 very distinct brands with different TOV and POV.
Role: CD @ PXP
Goldfish Crackers
For a snack that smiles back, the content we created truly reflected its fanbase. From announcing exciting new collaborations with Hello Kitty to drawing inspiration from fan comments, every piece of content celebrated the fun and flavor of this beloved treat. As a nostalgic favorite for Gen Z,
it blends nostalgic childhood memories with modern social trends.
Goldfish has very strong audience engagement rate of 3.7%
Pepperidge Farm
‘Have a little taste’ embodied a premium look and feel with a touch of cheekiness, tailored for our female millennial audience. With decadent, crispy cookies and soft bakery breads, we not only showcased irresistible flavors but also inspired and surprised them with fresh, creative ways to enjoy these treats.
The Ice Cream Cookie post garnered 5.7 million views 🤌
Snyders of Hanover
Snyder’s social content is crafted for the 'Pretzel Obsessed' male. What does that mean? It’s about highlighting all the relatable ways we satisfy our pretzel cravings—whether it's defining what makes pretzels perfect, exploring how to make a pretzel even more pretzel-y, or playfully showing off how weird (in a good way) pretzel enthusiast’s can be 💁🏻.
During a 6 month timeframe audience month-over-month
growth was 9%!
Kettle
Kettle chips are known for their bold and unique flavors, and it was exciting to find ways to infuse culturally relevant trends to showcase just how interesting and delicious they are. As a Korean, I was especially thrilled about the Gochujang chips and couldn't resist slipping in some K-pop elements—IYKYK 😈 🫰