VICTORIA SAUCE - VOICE + BRAND RELAUNCH
Overview
Victoria felt their social feed didn’t demonstrate what made them different. They came to us to highlight premium, trustworthy ingredients with a homemade taste.
My Role
To make it interesting, I developed a brand voice we called “The Grandma of Grandmas.” This charming little grandmother emphasized family values, but was never above a little sass. I’ll admit, my own Nonna served as the inspo.
“What do sauces and grandmas have in common? Sometimes they can be perfectly feisty.”
Slowing things down a little bit to make sure they’re done right, that’s how we were taught.
Food can bring your family together, but our sauce keeps them hanging around for a second helping.
No need to turn the bottle around to read our ingredients, we put them right on the front for you.
Grandma hates to see you looking chilly. Some shakshuka will warm you right up.
Your grandmother’s meatball recipe plus our grandmother’s sauce recipe.
Making sauce at home isn’t always possible, but homemade taste is.
BACK TO NATURE - VOICE + BRAND RELAUNCH
OVERVIEW
Back to Nature was stuck in a rut of posting recipe content. We guided them to a strategy that focused on the importance of getting outside.
MY ROLE
After studying the demographic (affluent, health-conscious parents), the senior strategist and I recommended a nature-focused approach. From there, I crafted a conversational voice that was idealistic, free-flowing, and eager. I tried to channel the energy of that babysitter every kid had a crush on in childhood.
“Kids and crackers, two things that inevitably lead to crumbs, but are always worth it.”
