Responsibilities: I was the lead integrated strategist for the UK market, and led an inter-agency team of paid, owned and earned channels. In this role I helped the brand the transform from simple adaptations into an award-winning brand. I helped launch new products, reverse sales slides, find CSR purposes to champion and stand out in Mondelez’s EU portfolio with localization strategies.
The Impact: Mondelez Creative & Marketing Excellence Awards, Data & Marketing Association Gold: FMCG,
Roles: Brand Strategy, Campaign Strategy, Social Strategy
Simply Better With…
As the UK’s cost-of-living crisis deepened, Philly faced a new challenge. Despite 98% brand awareness and years of growth, shoppers were switching to cheaper supermarket owned versions. It was seen as a luxury, not an essential
To solve this issue, I led a integrated campaign to shift away from product USPs to focus on emotional connection. We had to show that even when times are challenging, everything are Simply Better With Philadelphia.
To break through, we combined behavioural science and data to create a hyper-relevant integrated campaign. We spread the message across OOH, Social, Influence and PR, pairing simple mouth-watering imagery was with relatable language. We even highjacked other brand’s taglines and food-related street signs around London to drive attention.
In addition to upper-funnel messaging, we worked with key influencers across TikTok and Instagram to help give practical tips and show how Philadelphia improved their meals and days.
Impact: The campaign reversed a year-long sales slide. 20% increase in RSV, 3% growth in volume sales | 597 million paid impressions | +7.2% lift in ad recall | 6m views across Meta platforms, 38% over benchmarks | 35% VTR on Youtube, 60% increase over category standards" | 33% VVR across influencer content a 65% over benchmarks
Awards: Data and Marketing Award- Gold FMCG Category
Credits Account: Peter Park, Katheryn Smith, Phoebe Salter | Creative: Andy Davis, Bernard Burton, George Waters
Love Your Ends
Philadelphia UK was searching for a meaningful and relevant purpose to champion. We found the end slice. Dry, crusty, gross, the end slices on a loaf of bread are often the ones that end up in the bin.
I led an integrated strategy to help Philly reduce food waste in the UK. Working with behavioural scientists, we reframed the value of the humble end slice through geotrageted & engaging social, helpful influencer content across Meta, Facebook, TikTok and Pinterest.
Impact: We got the nation to Love Their Ends. The campaign earned 47% VTR on Youtube (27% above benchmarks), 44,000 total click-through, 179m impressions, and contributed earned over $20,000 in donations for relevant charities in the UK.
Credits: Account: Peter Park, Sophia Jenkins, Joshua Thomas | Creative: Angus George, Johnny Watters, James Roberts, Ben Evans
Intense Moments
Philly wanted to create a new, premium category of spreadable cheese with its Intense product line.
I oversaw strategic development of the Intense moments, from helping define product positioning, to soft-launch retail strategy with key partners such as TESCO.
Running across TVC, OOH, Social and Influence, we created Intense Moments to exaggerate the product benefits in a lighthearted way.
Credits: Account: Peter Park, Erica Wood | Creative Angus George, Johnny Watters, Andy Davis, John Dinneen, Phoenix Hamilton, Strategy: Kris Flemmington