This client wanted a fresh and fun awareness campaign that would tap into a new demographic of 20-35 year-olds who hadn’t given them a try just yet. With that in mind, they partnered on a limited time only menu with Bitchin’ Hot Sauce for the new year.

My task was to present a strategy that would cross-influence consumers from each brand, and conceptualize a creative direction that would re-frame the narrative around healthy food—it’s fun, it’s yum, and it’s bitchin’.

Love at First Bite is a digital campaign that was executed across social platforms, targeted digital ads, and paid media outlets.

ART DIRECTION COPYWRITING SOCIAL MEDIA CAMPAIGN STRATEGY

Veggie Grill x Bitchin’ Sauce

Close-up of a yellow tennis ball with the words 'eat me' in bold black letters printed on it.
Blue comic-style speech bubble with the word "YUM!" in black bold letters, outlined in white and black, against a black background.
Red melting snow shovel with black text that says "ur a snack" on a black background.
Collage of ten colorful promotional posters for Veggie Grill and Bitchin' Sauce advertising new menu items, deals, and promotional slogans with images of burgers, salads, and other food items.

Love at First Bite: Swipe Right on Flavor

Tapping into the current zeitgeist of dating culture—I played off current colloquialisms, actions and visual language of social media and dating apps to create a fun way to introduce the collaboration between Bitchin’ Sauce and Veggie Grill.

I spoke to Bitchin’ Sauce and Veggie Grill as a match made in veggie heaven while encouraging consumers to find their own perfect match with one of the delicious limited time offerings from this partnership.

A man feeds a woman pizza at a table with salads, a burger, and drinks, smiling and laughing.
Chili cheese nachos topped with ground beef, melted cheese, jalapeño slices, sour cream, guacamole, and cilantro on a white plate.
A tabletop sign with promotional text and images of vegan burgers, featuring the phrases "Love at First Bite" and "Harvest Bowl", against a pink background.
Colorful menu poster with images of veggie sandwiches, salads, nachos, and a burger, featuring bright background colors and cartoon-style illustrations.

Royal

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