Role: Lead Strategist
Partner: Herr's Snacks
Brief: Anchor a beloved hometown brand as your city's favorite snack. Herr's has been around for 80 years, and is one of the iconic brands that reminds everyone in the greater Philadelphia metro area of home. To celebrate America's 250th birthday in its birthplace and to tease some upcoming new flavors, Herr's asked fans what they think liberty, freedom, and unity taste like.
Through organic social content, regional influencer partnerships, and paid media, this campaign drove close to 100k online votes, the most ever in the 5 years of running the "Flavored by Philly" contest.
