Modular Campaign Concept Development
Paid social campaign was built around Hungryroot’s dietary identities and superior offerings over competitors as the primary creative through-lines.
Messaging and visuals were tailored to reflect how customers think about their eating habits, positioning Hungryroot as flexible, supportive, and easy to personalize.
Each variation highlighted different benefits of the same offering while maintaining a consistent brand voice and visual system. refinements informed by A/B testing.
VEGAN
HIGH-PROTEIN
GLUTEN-FREE
DAIRY-FREE
Visual and stat heavy campaign clearly stating the sustainability features
Outcomes
Modular campaign system allowed each dietary segment to be tested independently, with A/B refinements informing which creative through-lines resonated most effectively with different audiences.
Cross-Format Execution
Developed scalable creative systems across feed, story, reel, motion, and YouTube placements while maintaining a cohesive brand experience across channels.
Static feed
Motion feed
Story + Reels
Youtube
Outcomes
Consistent creative system across formats reduced production time while maintaining brand coherence across every platform and placement type.
Full-Funnel Experience Flow
Diet-specific landing pages extended the campaign narrative and clearly guided users from ad to quiz
CLICK DRIVING STORIES AD
CUSTOM LANDING PAGE
DIET-SPECIFIC VARIANTS
TAKE THE QUIZ MAIN FUNNEL
Outcomes
Diet-specific landing pages were designed to meet users at their specific dietary interests and guide them through the broader variety of Hungryroot's offerings.
Messaging Testing with AI
While the brand has a large library of influencer-generated content, AI-generated personas offer a cost-effective and fast way to test messaging while simultaneously showcasing Hungryroot's offerings and value propositions.
I built these scripts and personas around common audience concerns, messaging angles, value propositions, and product positioning.
A) Dietary Needs Test
Audience Concern: Consumers with specific dietary goals want meals that align with their nutrition standards without requiring constant planning, label-checking, or sacrificing convenience.
Persona B:
Ingredient-conscious consumer (GF) seeking flavorful meal options and flexibility.
B) Boredom / Meal Fatigue Test
Audience Concern: Consumers fall into repetitive eating habits and disengage when meals feel predictable, overly processed, or indistinguishable from competitors.
Persona A:
Tired of frozen meals from other unnamed competitors (Factor). Hungryroot has sustainable, customizable, groceries + recipes.
Persona B:
Single guys learning to cook meals beyond chicken breast and steamed broccoli, seeking variety without complexity
C) Busy Family / Ease test
Audience Concern: Consumers note struggle with meal planning, time management, and balancing nutrition with convenience, often defaulting to delivery or repetitive meals.
Persona A:
Busy mom with picky kids has meals planned and portioned ahead, kids love the healthy and flavorful options.
Persona B:
Adults seeking easy, healthier meal prep and reduced delivery spending through smarter planning.
Outcomes
Concepts that showed promise during creative testing were later adapted into influencer briefs, Cutting time between idea and high-credibility execution.