Van’s Foods
Gold Winner in Social Media (Promotion) 2023
Van’s Foods came to us with a challenge: outside of their packaging, they didn’t have a brand identity. Inspired by the brand’s origin story and their goals within the wellness category, my creative co-lead and I developed a new brand architecture, voice and visual identity to create a brand that felt ownable and fresh.
Following that project, we developed the brand’s social strategy, concepting and executing social content across Always On and Key Drive periods for a passionate, committed audience of “Van’s Fans.”
My Role: Creative Lead | Associate Creative Director
Senior Art Directors: Dana LaCoco, Pamela Rivera
Photographer: Glo Diaz
Agency: Upshot
Come kick it with Van’s for National Waffle Day
On National Waffle Day in 2022, we offered our Instagram followers a chance to win these exclusive branded kicks, as well as a year’s worth of their favorite waffles. This one-day promotion asked fans to follow Van’s and tag two friends for a chance to win.
The promotion yielded 4x the entries versus the previous year, and achieved an incredible engagement rate of 24% – more than 3x our goal.
Our Instagram follower growth was 10x more than our National Waffle Day giveaway in 2021, yet achieved with the same investment as the previous year.
