Scope
Campaign concept development, content strategy, and influencer-led execution for the launch of Janes Pizza Nuggets across organic, paid, and influencer channels during the back-to-school season.
Campaign concept development, content strategy, and influencer-led execution for the launch of Janes Pizza Nuggets across organic, paid, and influencer channels during the back-to-school season.
Objective
Launch JanesⓇ new Pizza Nuggets without cannibalizing existing products while driving excitement and relevance among two distinct audiences, parents with kids and college students.
Launch JanesⓇ new Pizza Nuggets without cannibalizing existing products while driving excitement and relevance among two distinct audiences, parents with kids and college students.
My Role
Developed the campaign concept, positioning, and taglines. Led art direction and influencer briefing, ensured messaging consistency across organic, paid, and influencer channels, and partnered closely with legal to maintain compliance.
Developed the campaign concept, positioning, and taglines. Led art direction and influencer briefing, ensured messaging consistency across organic, paid, and influencer channels, and partnered closely with legal to maintain compliance.
The Challenge
JanesⓇ was launching an innovative product in August, aligning with the back-to-school season. The goal was to position Pizza Nuggets as the must-try snack of the season while appealing to two very different audiences. The challenge was to build hype and relevance without cannibalizing JanesⓇ existing product portfolio.
JanesⓇ was launching an innovative product in August, aligning with the back-to-school season. The goal was to position Pizza Nuggets as the must-try snack of the season while appealing to two very different audiences. The challenge was to build hype and relevance without cannibalizing JanesⓇ existing product portfolio.
The Strategy
I developed the overarching campaign Play Into the Hype, anchored in two audience-specific storylines.
Parents and Kids
Inspired by viral food trends such as Pink Sauce, parent creators and their kids unboxed Pizza Nuggets, speculated about the product, taste-tested it, and reacted in real time. The content leaned into curiosity and internet-driven hype to encourage trial.
College Students
Student creators framed Pizza Nuggets as the ultimate collab of the year, positioning them as a nostalgic, craveable comfort food. The storytelling mirrored the energy of fashion and music collabs to resonate with a younger, hype driven audience.
I developed the overarching campaign Play Into the Hype, anchored in two audience-specific storylines.
Parents and Kids
Inspired by viral food trends such as Pink Sauce, parent creators and their kids unboxed Pizza Nuggets, speculated about the product, taste-tested it, and reacted in real time. The content leaned into curiosity and internet-driven hype to encourage trial.
College Students
Student creators framed Pizza Nuggets as the ultimate collab of the year, positioning them as a nostalgic, craveable comfort food. The storytelling mirrored the energy of fashion and music collabs to resonate with a younger, hype driven audience.
To amplify reach and engagement, I proposed a back-to-school contest.
Mechanic
Followers shared how Janes supports their back-to-school routines and tagged friends to spread the reach.
Prize
Two hundred-dollar Mastercard plus JanesⓇ products.
The Execution
• Crafted campaign idea, taglines, and key messaging
• Directed creative and led the art ideation for production designers and creative teams
• Creatively directed writers and edited all copy to ensure campaign cohesion
• Developed and delivered influencer briefs to ensure consistency across creators
• Activated a mix of influencer-generated content, organic JanesⓇ assets, and paid whitelisted content to maximize impressions and engagement
Mechanic
Followers shared how Janes supports their back-to-school routines and tagged friends to spread the reach.
Prize
Two hundred-dollar Mastercard plus JanesⓇ products.
The Execution
• Crafted campaign idea, taglines, and key messaging
• Directed creative and led the art ideation for production designers and creative teams
• Creatively directed writers and edited all copy to ensure campaign cohesion
• Developed and delivered influencer briefs to ensure consistency across creators
• Activated a mix of influencer-generated content, organic JanesⓇ assets, and paid whitelisted content to maximize impressions and engagement
The Results
• 15M plus impressions across paid and organic channels
• 1.5M engagements including views, likes, comments, and shares
• 120K plus thruplays driven by influencer and whitelisted video content
• Elevated brand perception by positioning Pizza Nuggets as a must-try back-to-school product
• 15M plus impressions across paid and organic channels
• 1.5M engagements including views, likes, comments, and shares
• 120K plus thruplays driven by influencer and whitelisted video content
• Elevated brand perception by positioning Pizza Nuggets as a must-try back-to-school product
Key Takeaway
By anchoring the campaign in cultural relevance and audience-specific storytelling, we were able to launch a new product with impact while protecting the broader portfolio. Play Into the Hype demonstrated how influencer-led strategy and clear positioning can drive scale, engagement, and perception at the same time.
By anchoring the campaign in cultural relevance and audience-specific storytelling, we were able to launch a new product with impact while protecting the broader portfolio. Play Into the Hype demonstrated how influencer-led strategy and clear positioning can drive scale, engagement, and perception at the same time.
client: @janes_foods
account supervisor: Liz Lindsay
campaign creative strategy & direction: Lauren Davila
influencer strategy & management: Lauren Davila
media manager: Julia Sobkowicz
art director & designer: Raffy Ochoa
writer & art assistance: Erica Wilk
influencer support: Jayden Thwaites
account supervisor: Liz Lindsay
campaign creative strategy & direction: Lauren Davila
influencer strategy & management: Lauren Davila
media manager: Julia Sobkowicz
art director & designer: Raffy Ochoa
writer & art assistance: Erica Wilk
influencer support: Jayden Thwaites
Video content is owned by the creators produced as sponsored content for this campaign.
All assets were managed by myself at Bob's Your Uncle.
All assets were managed by myself at Bob's Your Uncle.
