Food & Beverage
Coupon, Recipe Booklet
“Walk into any neighborhood pizzeria and treat yourself to a savory little turnover…”
Bring A Little Italy Home
In-Store Taste of Italy Promotion: S. Pellegrino, Progresso, Safeway SELECT
Objective: Provide busy working women with quick and easy-to-make Italian-inspired dinner dished using their favorite, trusted brands.
Creative: A fold-out booklet that turns a shopping trip into a “stroll through Little Italy.” Each recipe uses the sponsors’ products, and the copy sells the experience before the ingredients, from the opening welcome through to “Mangia!”
Role: Wrote promotional copy, researched and recommended the recipes.
Format: Fold-out in-store booklet with recipes and coupons.
Client: Safeway
Agency: Ryan Partnership
Print Ad Campaign
TASTE THE MOUNTAIN SPRING WATER DIFFERENCE
Client: Arrowhead Mountain Spring Water (Nestlé NA)
Ad Objective: Lead consumer to choose Arrowhead spring water over competitive options at retail. Based on consumer purchase considerations with taste being a leading factor
Role: Wrote copy for a summer ad promotion highlighting benefits of drinking bottled spring water. Stock photo images had already been selected so I structured three hydration tips heading, tips and body copy to align with visual storytelling.
Format: Print advertising.
Agency: Ryan Partnership
Live Activation Campaign
LIME INDEPENDENCE DAY
Heineken Cinco de Mayo Campaign
Live Activation Talent Script
Client: Heineken N.V
Agency: Ryan Partnership
The Challenge: On Cinco de Mayo, hold“impromptu” live activations in targeted restaurants and bars celebrating the holiday. The objective is to boost sales by light-heartedly persuading patrons to choose Heineken beer over its competition.
The Idea: Turn a taste argument into a cause. Cast live talent as earnest “lime liberators” to stage a mock petition drive in targeted bars, asking guests to free the limes by switching to Heineken. The mock outrage does the persuading, and it ends on the brand line: “It’s all about the beer.”
Role Wrote the performance script and improv guidelines, including the tone shifts from newsy to loud and preachy to a warm sign-off.
Script Excerpts:
“Each year on Cinco de Mayo, millions of limes are forced to deny their fruit heritage…”
“Liberate a lime. Let your conscience be free.”
Format: Live talent, in-venue brand theater (35-second script plus improv points). Executed early 2003.
Bakery to Grocery Brand Launch
From the Freezer to Fabulous
Sweet Lady Jane’s Frozen Dessert Launch
Client: Sweet Lady Jane
Agency: Donna Wittlin Studio
The Challenge: Create premium packaging for well-known local bakery’s Sweet Lady Jane’s grocery launch of her frozen baked goods line.
Appeal to local customer base, introduce new customers to product, ensure brand values deliver same elegant, high-end brand experience as retail stores.
Ensure quality control, product legal, and food regulation specs are met.
Role Wrote taglines, product descriptions and legal copy.
Format: Consumer packaged goods.