Dare Foods Cookies & Crackers

Creative Direction, Strategy, Concept Development, Copywriting, Scriptwriting, Market Research, Recipe Development, Broadcast Production

Helped lead the development and execution of integrated marketing campaigns that significantly amplified brand recognition and drove measurable growth for the Dare Foods portfolio in the U.S. market while sole copywriter at The Idea Agency (formerly smith&jones). The multi-platform creative strategy spanned print, broadcast, digital, outdoor, POS, packaging, celebrity endorsements, and an online recipe club, using consumer insights and market research to guide execution.

Doubled sales for Dare's Maple Crème cookies and Simple Pleasures Lemon Thins. Achieved 68% of the total editorial goal in the first month (4.8 million placements). Drove Dare to become the fastest-growing cracker brand, and Breton the #2 specialty cracker, in the U.S. Significantly increased recipe club membership by 35%. Won numerous creative awards for impactful and innovative campaigns.