For the annual Chili Your Way program, I led the full site refresh to align with the new campaign year across multiple retailers. This included updating all digital assets to reflect current sponsors, featured recipes, and participating grocers, ensuring consistency and a seamless experience across the site. We also developed a curated shopping list to simplify purchasing and make in-store shopping easy and convenient for consumers.

To expand reach and drive engagement, we partnered with a Kroger-specific influencer to create original video content tailored to her audience. The content was shared organically on her social channels and supported by a dedicated email blast to her subscriber list to further amplify awareness. We then extended reach by boosting her content across META platforms as paid media.

In addition, I concepted and produced a custom animated ad to run alongside the influencer content, strengthening overall campaign visibility and supporting paid media objectives.