Fresh Ways to Cinco-Brate Campaign

Art directed and designed a comprehensive Cinco de Mayo campaign spanning three distinct Novus Foods brands—La Mexicana, Fresh Cravings, and Señor Rico. Led creative development across social media, paid advertising, and retail-specific promotional materials, coordinating photography and video production while maintaining each brand's unique identity and standards throughout the multi-brand initiative.

Year: 2025
Role: Creative/Art Director, Lead Graphic Designer
Client: La Mexicana, Fresh Cravings, Señor Rico
Agency: Synergistic

- Best salsa week in La Mexicana's within a 6 month span
- Campaign directly drove measurable sales uplift during key seasonal period
- Successfully balanced three distinct brand voices and visual standards
- Maintained brand integrity while creating a cohesive seasonal campaign narrative
- Coordinated assets across multiple retail partners and digital channels
- Created retailer-specific materials that aligned with partner requirements and brand standards
- Developed digital advertising strategy driving traffic to retail locations