PRINT & RADIO CONCEPT
"Not A Runner"
Role: Copywriter/Creative Leadership, Original Concept
There was something about turning non-runners into hilarious heroes that was too good to pass up. So we created a witty campaign using original personas to tell the story of unlikely runners who turned it all around, and how the energy from raisins helped them do it.
Sun-Maid Sours Product Launch, Parents Magazine, June 2017
Sun-Maid introduced a quirky new snack (Raisins, but sour!) and asked for an ad that would appeal to both parents and kids. We tapped into our "not-so-inner-child" and came up with this colorfully whimsical idea. The client loved it, and so did readers sampled who said they were more likely to purchase after seeing the ad.
(I would be remiss not to add that we proposed an entire campaign centered around a contest for kids to submit their original Sun-Maid Sours creation stories. Alas, it was tabled for a later date.)
Fine Cooking, January 2017
Our brand-new client asked for an idea to replace their go-to headline. I put the old thinking-chef's cap on and came up with one that highlights the uniqueness of raisins in your "fine-cooking." (Pun intended.)