Litterless Lunch

Did you know, on average, a school-age child using a disposable lunch generates 67 pounds of waste per school year? Much of the trash we generate comes from food packaging, and lunch foods are no exception. 

For Danica, a home furnishings and housewares wholesaler, sustainability is fundamental to the company's mission, values, and goals. As part of its commitment to a greener future, the Litterless Lunch campaign came to fruition, featuring a product family of reusable items such as lunch and snack bags, food jars, and containers.

MY ROLE

To cater to both audiences — retailers and end-users — the campaign needed to feature the selling points of the products but do so tastefully and creatively to drive appeal for consumers too. As the lead content creator, I had to put myself in the shoes of both target audiences to anticipate their needs and interests. 

In the digital realm, I produced various assets such as video scripts, emails, social graphics. For print, I led the creative direction and execution of multiple ads featured in popular trade publications.

KEY TAKEAWAYS

• Prioritize projects based on potential impact. There are many moving and often pressing parts in a campaign. Prioritize the ones that you anticipate will have a better overall payoff for the business.

• The job’s not finished once the content is finished. You need a long-term plan using a variety of channels to earn the attention your content deserves.

• Multi-purpose content helps expand brand reach. Your audience isn't just looking for great content but also expects it to be presented to them in innovative ways. Repurpose your content in a variety of formats for maximum exposure across various customer segments.