COOKING WITH COMFORT | CREATIVE DIRECTOR
OVERVIEW
Most people who are lactose intolerant don't stop loving dairy. They just stop cooking with it. Lactaid wanted to change that, with recipes people would actually make.
We partnered with Tastemade and VOX Media to build an original chef series around comfort food and easy recipes that put Lactaid back in the kitchen. Over 200 pieces of content across social, OTT, eCommerce, and partner articles, all targeted at general market and multicultural audiences.
The campaign ran for 3 years and perception began to shift. Lactaid stopped being the pill and started being the ingredient.
CREATIVE DIRECTOR
Dylan Russell
AGENCY
Universal McCann
PARTNERS
VOX, Tastemade
GROUP CREATIVE DIRECTOR
Katherine Auguston
VOX CREATIVE DIRECTOR
AJ Gutierrez
VOX DIRECTOR
Zach Jopling
TASTEMADE PRODUCER
Jordan Pease
VOX TALENT SERIES
OVERVIEW
We built a cooking series with VOX around three chefs, each with their own audience and their own cuisine. One cooked comfort food, one went global, one kept it classic. The point was to show that Lactaid works in everything, not just cereal. We shot long-form films, cut fifteen-second spots, and built out a full social suite to keep it running.
VOX CREATIVE DIRECTOR
AJ Gutierrez
DIRECTOR & DP
Zach Jopling
CARLA HALL
Carla Hall. Top Chef fan favorite, cooking personality, and the kind of person who makes you want to call your mom. She over-indexed with mothers in the Lactaid demo, which made perfect sense because everything she makes feels like it was meant to be shared at a family table.
TASTEMADE
Lactaid's audience loves to cook, so we partnered with Tastemade and gave them 30+ recipe videos that put dairy back at the center of the meal. The two above went a little further, treating a recipe video like a short film. Looked good, tasted better.
SELECTED WORKS