Campbell’s Snack Social
Beyond Goldfish Crackers, at PXP we did Organic Social Content for several of their other snack brands, with my efforts usually focusing on Snyder’s of Hanover Pretzels, and Pepperidge Farm Cookies.
Timeframe: Jan 2023 - June 2025
Collaborated with: Rachel Slakter (Art Director 2023-204), Izzy Weinberg (Art Director), Chad Fenoglio (Creative Director 2023), Michael Skoog (Copywriter 2024), Joey Livingston (Copywriter 2023-2024), Chris Bailey (Creative Director 2024-2025)
Roles:
Timeframe: Jan 2023 - June 2025
Collaborated with: Rachel Slakter (Art Director 2023-204), Izzy Weinberg (Art Director), Chad Fenoglio (Creative Director 2023), Michael Skoog (Copywriter 2024), Joey Livingston (Copywriter 2023-2024), Chris Bailey (Creative Director 2024-2025)
Roles:
- Graphic Designer
- Art Director
- Illustration
- Production
PEPPERIDGE FARM
Pre-Summer Break
A carousel of illustrations showcasing Pepperidge Farm’s flagship cookies in their distinctive namesake cities.
We wanted to showcase international travel as a break from summer ordinary, and inspired by their European themed cookies I illustrated a set of postcards highlighting both the cookie itself and the distinctive landmarks of that city. Stylized architecture was the main emphasis, with nods to café culture (having a pastry with a beverage).
Inspirational Typography
An Instagram post with a quick and hopefully inspiring phrase to hopefully encourage the customer to relax, make it through the day, and have a lil treat.
An Instagram post with a quick and hopefully inspiring phrase to hopefully encourage the customer to relax, make it through the day, and have a lil treat.
Accept Cookies
A post playing off of that annoying pop-up that has taken over EVERY. SINGLE. WEBSITE. Remind me to deselect cookies, so I don’t get a weird suggested purchases algorythm. (I aparantly am a candy-obsessed farmer)
A post playing off of that annoying pop-up that has taken over EVERY. SINGLE. WEBSITE. Remind me to deselect cookies, so I don’t get a weird suggested purchases algorythm. (I aparantly am a candy-obsessed farmer)
Indulgent Expression
We were asked to show a series of Instagram posts to showcase the cookie itself, in a fun way, without too of the post distracting from the cookie itself. Testing the water here, so if you are reading this and there is only one image, either it didn’t go great, or its still July and we havn’t moved forward with anything else.
We were asked to show a series of Instagram posts to showcase the cookie itself, in a fun way, without too of the post distracting from the cookie itself. Testing the water here, so if you are reading this and there is only one image, either it didn’t go great, or its still July and we havn’t moved forward with anything else.
SNYDER’S OF HANOVER
Pretzel Snowman
Looking for some seasonal (winter content) we looked for something that might provide a welcome distraction for followers. The client had really wanted to see something snowy, and I had noticed that illustrations had been performing well across all of our brands. I created a single page comic showing one’s true love and devotion for Snyder’s pretzels.
Using the official brand colors I was able to also showcase the brand’s 3 primary shapes they wanted to showcase: Mini’s, Rods, and Snaps. I had offered the option of the builder to eat the snowman nose/pretzel rod first, but it was the locked eyes that had really won them over.
Concept image to sell the idea to clients
Pretzel Tour
Road trips are a perennial part of summer, and we wanted to add a Snyder’s of Hanover spin to one. Rather than predicatably just showig pretzel’s being snacked on in a car, I illustrated a trip that was not just pretzel inspired, but pretzel obsessed with a journal covering one’s travel to all the the nation’s pretzel landmarks: Sourdough Montana, Twist Arkansas, and of course: Hanover, Pennsylvania.
The full spread, which spanned across 4 frames:Pretzel Dreams
A (currently two post) series showcasing the pretzels in a fantastical setting. We were asked with having an exploration in taking the product in a new direction. And...this is where we took it.
A (currently two post) series showcasing the pretzels in a fantastical setting. We were asked with having an exploration in taking the product in a new direction. And...this is where we took it.
National Pretzel Day
There is a national day for everything now, and we decided to showcase America’s forgotten snack: The Pretzel. I honestly cannot believe I got away with this, but it had decent enagement, and everyone on the team and the clients had a fun time.
There is a national day for everything now, and we decided to showcase America’s forgotten snack: The Pretzel. I honestly cannot believe I got away with this, but it had decent enagement, and everyone on the team and the clients had a fun time.
What am I doing?
Through the branch of Publicis PXP, I work on the social media team creating the concepting and execution of several Campbell’s snack brands such as:
Pepperidge Farm, covering bith the cookies (mostly cookies) and bakery (bread) aspects. Pepperidge Farm cookies are to be sold as an elevated treat, Millenial women are the core audience, looking for a snack that says having a little treat is self-care. The most asthetic of the trio.
Snyder’s of Hanover Pretzels; the problem child. Despite their versatility and astounding bone structure, an old-fashioned pretzel just doesn’t stand out on its own in a sea of flourescent chips. Targeting Millenial-ish men(ish?), it’s social content to engage folks with memes, fun distractions, and salty takes.
Pepperidge Farm, covering bith the cookies (mostly cookies) and bakery (bread) aspects. Pepperidge Farm cookies are to be sold as an elevated treat, Millenial women are the core audience, looking for a snack that says having a little treat is self-care. The most asthetic of the trio.
Snyder’s of Hanover Pretzels; the problem child. Despite their versatility and astounding bone structure, an old-fashioned pretzel just doesn’t stand out on its own in a sea of flourescent chips. Targeting Millenial-ish men(ish?), it’s social content to engage folks with memes, fun distractions, and salty takes.
