Problem:

Lenny's needed a Q1–Q2 Limited-Time Offer (LTO) that would increase traffic and sales while introducing a fresh, eye-catching campaign aligned with the brand. I was responsible for developing the creative direction and social media marketing strategy for the Seafood & Crab LTO, which achieved a 2.6% product mix and generated the brand's highest social media engagement since Lenny's Day 2025.

Applications:

Adobe Illustrator

Adobe Photoshop

Punchh *Restaurant Loyalty Software

Social Media Platforms

Seafood & Crab Campaign

Initial Design Concepts:

During the concept phase, I explored several creative directions centered around the seafood theme, primarily focusing on the campaign title while using background textures and supporting elements to reinforce the concept. My initial goal was to create a strong, memorable headline that carried the campaign. As the design evolved, I shifted the focus by incorporating the Len Moore caricature as the primary visual element, allowing it to represent the seafood theme while the title retained subtle textured details to support the overall concept.

First POP Draft:

I began by experimenting with the campaign title and pairing it with recognizable seafood imagery, including a red crab, a weathered blue-and-red wooden background, sand, and other coastal-inspired elements to communicate the seafood offering. However, I found that the overall design lacked balance and cohesion and I still needed to incorporate the Len Moore caricature. Overall, the drafts composition felt unfocused and disconnected.

*Initial Mood Board Inspirations

Drafts & Final POP:

Once I finalized the overall concept, I began exploring different product presentations and campaign titles while Operations finalized the Seafood & Crab sub build. After several iterations, we selected "Seafood & Crab" as the official campaign title and adapted the final creative across multiple POP formats. I was also responsible for photographing the final Seafood & Crab sub, ensuring the product photography aligned with the campaign's creative direction being front center and filled to the brim with crab meat.