In-house @ Nutiva
In 2019 I crossed over to the client side as Creative Lead at Nutiva where where I led a small creative department in making some enormously positive changes for the brand.
A Campaign For A Greater Good.
I led Nutiva’s first-ever integrated North American ad campaign across digital, social and CTV. The campaign platform allowed us to speak to product quality and our planet-conscious efforts at once.
Created using far fewer resources than anything I’d done agency side, effectiveness scores still far exceeded industry benchmarks throughout, effectively doubling our target reach and ROI.
Social
Increased brand engagement and grew our audience through the development of new brand voice and look & feel across all social platforms.
Launching avo-consciousness.
We had a new avocado oil supporting sustainability and farmer equity. I led the creative team to develop packaging, sales materials and a targeted social media launch campaign. Results outpaced category growth to become America’s #1 organic avocado oil.
Re-Branding for a Brighter Future.
Nutiva had always given generously to environmental causes and farming communities, but it had difficulty communicating its positive impact to consumers. Working with marketing and senior leadership, we developed Nutiva’s new brand platform: A bright future for all is rooted in healthy food.
Then, I helped bring our new platform to life across all consumer touch points.
1. Website
As Creative Director and in-house Copywriter, I worked with the team at Bajibot, to share our Bright Future platform on Nutiva’s new site - awarded silver at 2021 W3 Awards.
