COOKING WITH COMFORT | CREATIVE DIRECTOR
OVERVIEW
Lactaid believes that the best kind of cooking is the comfortable kind. That’s why in this campaign we looked to empower symptom suffers all of the country to try Lactaid in their favorite dishes.
In this multi-year partnership, Lactaid worked with Tastemade & VOX Media to create an original chef series around the comforts of cooking and easy-to-make recipes videos that would transform the way consumers would think about dairy in their recipes.
The content strategy was robust, with over two hundred targeted pieces of media driving consumers from an awareness of the product to adding Lactaid to their shopping cart. We deployed these marketing tactics in the general market and with multicultural audiences across Social, OTT, eCommerce, and published partner articles.
AGENCY
Universal McCann
PARTNERS
VOX, Tastemade
GROUP CREATIVE DIRECTOR
Katherine Auguston
CREATIVE DIRECTOR
Dylan Travis
VOX CREATIVE DIRECTOR
AJ Gutierrez
VOX DIRECTOR
Zach Jopling
TASTEMADE PRODUCER
Jordan Pease
VOX TALENT SERIES
OVERVIEW
Working alongside VOX, we created an original cooking series with three professional chefs, each with a distinct audience connecting to Lactaid's growth goals. Each chef had a cuisine that they were known for, showing the versatility of Lactaid® across different types of food. Additionally, the campaign included creating long-form films, more targeted fifteen-second ads, and a full suite of social assets.
VOX CREATIVE DIRECTOR
AJ Gutierrez
DIRECTOR & DP
Zach Jopling
CARLA HALL
Carla Hall is a famous American chef, television personality, and former model. She appeared in the fifth and eighth seasons of Top Chef, Bravo's cooking competition show. Carla was one of the chefs we featured, over-indexing among mothers within the Lactaid demographic. Carla always brings a big personality to her cooking, adding a ton of flavor to anything she puts in the oven.
TASTEMADE
We know the Lactaid audience loves making food, so we worked with Tastemade to give the fans what they love, producing over thirty hands-on recipe videos to show the consumer dairy-rich meals they could enjoy. The two featured above were our deluxe recipe taking a more artful and enticing approach to traditional recipe videos. The results were delicious.
SELECTED WORKS