Swerve Sweetener: 360
Goal
Help the challenger brand Swerve Sweetener carve out their stake in the sugar replacement category with established competitors like Sugar in the Raw and Lakanto.
Role
Campaign ideation, pitching, scriptwriting, strategy, end-to-end production oversight.
Impact
Won Swerve business and delivered a targeted campaign that increased sales across all key markets. Priority markets saw 119%+ in user growth.
Everybody friendly
This campaign played off the fact that many food items have “[insert speciality diet]-friendly” labels as well as the fact that people tend to get a bit tribal about their diets. Swerve Sweetener is a 1:1 sugar replacement that works for any diet.
That’s how the “Everybody Friendly” campaign was born, inviting all kinds of health goals to cook, bake, and enjoy some sweetness in their life.
Through social listening, we strategically identified four target audiences that shaped the campaign:
Keto (was the #1 Googled diet the year of this campaign)
Weight conscious
Healthy bakers
Baking/cooking with kids
Pinterest + Bon Appetit Magazine
Targeted Pinterest ads and a print ad in Bon Appetit caught our audience’s attention as they hunted for their next favorite recipe.
1 day shoot. 67 assets.
From a one day remote, Covid-friendly shoot, we captured tons of assets to run in paid social, digital, streaming audio, print, and rich media.
