Solution:
I led the creative direction for the campaign from concept to execution. This included developing design concepts, overseeing a professional photoshoot, and directing the visuals to ensure the food looked crave-worthy and aligned with the fiery BBQ theme. After several design iterations, I landed on a bold grill-inspired background paired with bold typography to convey both heat and authenticity. I then applied this concept across email marketing, social media, website blog posts, and print materials, coordinating with vendors to prepare final files for production and shipping. To extend reach, I collaborated with local Memphis influencers to taste and promote the sandwich, and I added a customer engagement layer by offering loyalty members an exclusive cookie pairing (M&M cookie) with their first purchase before launch.