Role 
Creative Strategy
Naming & Copywriting
Packaging
Content Strategy
Social Media Management

Agency
In-House, Hershey Canada

Opportunity
Established snackbar, Hershey Canada's in-house agency from naming and branding, to internal processes and design execution. Responsible for full range of creative ideation, account management, planning, production and external agency partner liaison. Projects included packaging rebrand, innovation work, concept ideation, copywriting, naming, design, in-store display, photography, videography, and editing from concept to launch with an omni-channel focus.

Achievement
Met and exceeded target cost savings projections for creative work in 2020 (April-December) saving $400k. On target to save $1.5M in 2021.

Brands
Hershey's, Hershey's Chipits, Hershey's Cookies 'n' Creme, Reese's, Oh Henry!, Brookside, Skor, York, Jolly Rancher, Twizzlers

Client
Hershey Canada

Role
Design Strategy
Copywriting & Naming

Agency
In-House
snackbar, Hershey Canada

Brand
Chipits

Role
Design Strategy
Copywriting & Naming
Product Photography

Agency
In-House, Hershey Canada

Challenge
Partnering with Loop, Hershey is making the sweetest kitchen moments even more sustainable. In a 125-year tradition of sharing the goodness wherever possible, Hershey Chipits and Loop are bringing the beloved baking staple to families in a new, zero-waste, reusable, bulk format.

Insight
"I am concerned with how the food industry is impacting the environment and seek out products that are available in environmentally friendly packaging to do my part."

Solution
Love is at the centre of everything we bake. From the moments we share to the goods we create. This design celebrates the Chipits brand equity and beloved brand personality with wholesome gingham and taste appeal through product occasion use photography. Made of rich and creamy Hershey's chocolate, it’s the superior baking chip that you already love, now available in a re-usable and sustainable packaging format. 

Recognition
Featured in CBC and Packaging World. 

Tubs available to order online at the Loop Store. 

Brand
Chipits

Role
Packaging Design

Agency
In-House, Hershey Canada

Opportunity
Design a Mint Chipits SKU for a limited-time offering for the Holiday baking season in order to drive differentiation and increase core portfolio relevancy. Ensure Mint SKU stands out and captures attention, while complimenting the Chipits Holiday Shapes SKU that be merchandised beside it on shelf.

Brand
Hershey’s

Role
Copywriting
Packaging Design

Agency
In-House, Hershey Canada

Opportunity
Revitalize an existing Palmer Stirring Spoon SKU to introduce a new Hershey’s Holiday product offering to enjoy with family and friends or add as a stocking stuffer.

Back of pack romance copy: Make the holidays even sweeter with Hershey’s Milk Chocolate Stirring Spoons. When stirred into hot milk, these chocolate spoons magically melt away to create the perfect hot cocoa treat to share plenty of joy this holiday season.

Brand
Reese’s

Role
Social Media Strategy
Content Creation & Editing
Copywriting
Packaging Design
POS In-Store Display

Agency
In-House, Hershey Canada

Opportunity
Create content and copy that will encourage consumers to "Find their Happy Place" with Reese's in a playful and cheeky way. Organic content included food photography, motion animation, DIY recipe videos and static imagery to boost brand engagement in a culturally relevant fashion, on trend and true to the brand persona.

Achievement
Tripled Reese's Instagram following (6k-18k, 2020-2021).