Task: Surprise a superfan named Heinz for his big day.
Director & Editor | September 2024
We commissioned Ethan Chan, a Chicago based “Conceptual Condiment Packet Artist” to create the perfect wedding jacket.
I prepared a full roll-out plan, a media kit, and a follow-up giveaway posts for 5 additional jackets for others to wear to their important events.
Launch Post
To launch our surprise gift on social media, I prepared a storytelling short form video that described the story from beginning to end. This video, along with other post imagery was shared in various news articles: CBS, Pittsburgh Magazine, Famous Campaigns, LBB.
Art Director: Bridget MacDonald
Copywriter: Sarah London
Working alongside a Photographer, I prepared a shot list of all the hero shots required for PR and additional social media posts. From there, I edited the final selections and prepared the final posts.
Giveaway Post
As our launch post received an overwhelmingly positive sentiment, with many asking for their own Packet Jacket, we provided 5 in a giveaway post.
Results
4.6% E.R. | 178k Engagements | 102.7 M Earned Impressions | 24k Media Budget | 99% Positive/Neutral Sentiment | 400+ Giveaway Entries
156.5K LIKES
400+ Giveaway Entries
simly_stephaniaa This is the coolest wedding feature I’ve seen! Love it! Congratulations
jsmitty757 Awesome name, awesome jacket. Congrats on the wedding you two! @heinz is the coolest for doing that. Would love one myself too 😂
heinz_red_zone I can see myself sporting that on a crisp Sunday afternoon Steelers game in the burgh 😍
C Rose Change last name to Heinz. ✍️
mcxik_musa i need me one
lawsome_1_ When will these fierce jackets make their way to the company store? Well done and HUGE Congrats to Heinz and his bride!