Hi, below is a sampling of some CPG work I’ve played a lead role in creating through the years. I’ve also included a couple of McDonald’s projects as they were meat-centric products.
HERSHEY
Kit Kat Break Brothers
One of my responsibilities at The Hershey Company was to provide creative oversight on external agency projects. For example, we partnered with the wonderful team at Orchard to craft a character-driven Kit Kat campaign. Sales were up +18% three months post-launch.
FEATURED IN: AdAge Creativity top 5, Adweek, Best Ads on TV, Campaign Brief
We got our guys protecting breaks by stepping in to play for Twitch streamers and appearing on Jimmy Kimmel:
Reese’s Innovations
Reese’s is The Hershey Company’s largest brand, with over $3 billion in sales per year. I expanded the scope of our in-house team to include Reese’s projects traditionally reserved for external agencies.
Never-ending Bowl
Every Halloween, Hershey wants buzz around their candy brands. So our in-house team invented a candy bowl of kids’ wildest dreams. One that magically refills itself! The stunt blew-up on TikTok and late-night shows, scoring over two billion earned impressions.
It blew-up on TikTok, with these two videos alone getting over 8 million views and 380K likes:
Reese’s Secret Stash
Not to be outdone by Kit Kat, in the same Halloween season we created special trick-or-treat bags with hidden compartments (just for your Reese’s). We sent these custom bags to media members and influencers, scoring a billion more earned impressions for Hershey.
Reese’s Lava Super Bowl
Our Reese’s Lava cross-functional Super Bowl team partnered with our external agency, Erich & Kallman, to extend their concept beyond the bowl spot. Sales jumped 164% in the week after the game.
RECOGNITION:
One Show, merit
Drum Awards, gold
Kit Kat Shapes Launch
We partnered with Paramount’s creative team for a “free” value-added :30 spot, integrating it with our paid social concept. This contributed to a 95% sell-through, making Kit Kat a top 5 growth franchise of the season. It was also System 1’s Ad of the Week.
More In-House Work
In 2024, we scored over $12 million in cost avoidance by tackling briefs in-house. All while crushing Hershey’s strict pre-testing metrics at a 100% rate.
In-house Social & Digital
The in-house team at Hershey created countless paid social posts, organic social posts, and retail banners, most with $0 budgets.
Hershey’s Kisses + Pokemon
We were able to feature ALL 151 distinct Pokemon on the Kisses’ foil wrappers, so we just had to engage the community’s collectors. We sent limited edition Collector Boxes to Pokemon influencers and media members, then partnered with paid influencers to promote the collab.
It was a 100% sell-out success, the collab returns in 2026. The boxes were going for $350 on Ebay.
DOT’S PRETZELS
After Hershey bought this regional pretzel brand, our in-house team won the pitch to launch the brand nationally. We focused our efforts on establishing brand familiarity and driving trial (as repeat purchase data was off-the-charts).
After four years on-air, the brand is now #1 in the pretzel category.
Bud Light
A TV and radio spot. The TV spot was part of a campaign that won silver at Cannes.
BLUE MOON
Brand Refresh
Molson Coors wanted to reposition their popular Blue Moon brand using a singular, unique insight. This push gave the #1 craft brew a 5% sales lift.
BUTTERBALL
This was the first TV spot the brand had produced in seven years. The results surpassed all targets.
BABYBEL
Organic Social
For two years, our team at Y&R Chicago crafted 100+ static organic posts for Babybel, raising their following 400% on a $0 production budget.
MCDONALD’S
Fresh Beef Quarter Pounders
As McDonald’s began rolling out its Fresh Beef Quarter Pounders nationwide, we celebrated how distinctly juicy they were with a live stunt that we then filmed and turned into a campaign.
Angus Test Market
This test market campaign won the company’s internal global award for Best New Product Launch of the year. It also got a nice shout-out in AdAge here.
radio spot from the campaign:
PAM
We helped launched the new Pam Spray Pumps for Conagra. These OLVs were produced in the agency studio on a tiny budget.