Van’s Foods
What I Worked On:
Brand Architecture
Social Media
Trade Show
Winner 2023
Van’s Foods came to us with a challenge: outside of their packaging, they didn’t have a brand identity. Inspired by the brand’s origin story and their goals within the wellness category, my creative co-lead and I developed a new brand architecture, voice and visual identity to create a brand that felt ownable and fresh.
Following that project, we developed their social strategy, concepting and executing social content across Always On and Key Drive periods for a passionate, committed audience of “Van’s Fans.”
In 2022, my team and I executed a National Waffle Day Giveaway on Instagram, with branded swag and a year’s worth of free waffles, which earned us an Hermes Creative Award, Gold in Social.
My Role: Associate Creative Director, Senior Copywriter
Senior Art Directors: Dana LaCoco, Pamela Rivera
Photographer: Glo Diaz
Agency: Upshot
Promotional Brand Video
Brand Style Guide
Trade Show
Digital Newsletters
Social
Come kick it with Van’s for National Waffle Day
On National Waffle Day in 2022, we offered our Instagram followers a chance to win these exclusive branded kicks, as well as a year’s worth of their favorite waffles. This one-day promotion asked fans to follow Van’s and tag two friends for a chance to win.
The promotion yielded 4x the entries versus the previous year, and achieved an incredible engagement rate of 24% – more than 3x our goal.
Our Instagram follower growth was 10x more than our National Waffle Day giveaway in 2021, yet achieved with the same investment as the previous year.
