Curate Snacks

My Role: Copy Director

The Creative and Product Challenge: Create an entirely new brand of snack bar (when there were already 1,200 snack bar SKUs) that is differentiated and compelling.

The Solution: I helped create and define a new brand (naming, identity, packaging, digital presence, launch campaign) we finally called Curate. I spearheaded the campaign effort with a small team of designers, where we paired Curate bars with unexpected elements for their print campaign.

As a proof of concept, I proposed bringing two very different authors together for a print ad highlighting the contrasting flavors of a Sweet & Tart Curate bar. To illustrate the idea, I wrote in the styles of Judy Blume and Chuck Klosterman and recreated their voices as though they were hired by the brand to muse on “sweet and tart.” This was all before AI was ubiquitous, of course.

The Dark & Tempting Curate bar needed a dark and unusual image. I wrote the copy for this print ad concept. My favorite line: “Why settle for the usual when you can bring together the unique?”