creating playful content for goods with heart
CLIENT
Newman’s Own
DELIVERABLE
Social media content creation
COMPLETED
2024 with CSC Strategic Consulting
Newman’s Own, established by Paul Newman in 1982, offers consumer packaged food and beverages with a mission. All royalties and profits from product sales are used for charitable purposes, with over $600 million donated since 1982.
The team at Newman’s Own asked for daily Instagram content promoting their various offerings, incorporating monthly themes, product highlights, holidays, and other priorities as assigned.
For each deliverable, I brainstormed and pitched the concept, wrote the copy, built a content calendar, sourced imagery, and designed the graphic or filmed the video.
The family-friendly Instagram stories, reels, animations, carousels, and static posts included recipes, product pairings, charitable partner education, and Paul Newman spotlights.
The “Genorosity Index” Campaign explored generous giving through the launch of the Newman’s Own pizza truck.
With a “pay-what-you-want” model, hungry patrons across the country could grab a slice of Newman’s Own Stone-Fired Pizza for a donation. Demographic information such as musical or baseball fandoms, NYC home boroughs, or collegiate alma maters was collected and scored against the respective rival group. Each week’s “theme” highlighted the most generous group of each category with playful and thematic Instagram content.
Taylor Swift fans donated more per slice than Olivia Rodrigo fans, celebrated with Newman’s Own product “eras,” recipes, and a Paul Newman story, who, like Taylor Swift, was known for his generosity as well as his celebrity.
