Awareness/Reach Campaign

When Snak Club's Ramen Snack Mix launched nationwide at Dollar General, I wrote the creative brief behind the campaign that introduced it, directing the concept toward bold, macro-texture product shots and a fun, snack-forward tone designed to make shoppers recognize the product before they ever saw it on shelf. From that brief, the creative team built out static assets and ad copy ("Finally, a snack worth the trip," "Ramen in snack form???") that launched across Meta as a nationwide awareness campaign. The result was a highly efficient reach play: nearly 295K impressions on a $900 budget. This proves that a clear creative direction and a scroll-stopping visual can do a lot with a small spend. Once the campaign launched, I helped report on its performance, tracking how the creative landed with Dollar General shoppers and pulling insights to inform what we'd test next. Click on the images to view my full work.