The below contains examples of campaigns I have worked on for global clients including food and beverage clients, Tetra Pak, and Ingredion.

Tetra Pak: 'Water in Carton' campaign

Demand for pure water is polluting the world’s pure waters. Tetra Pak "Water in Carton" is the antidote to plastic bottled water. The demand for off-the-shelf water grows, and Tetra Pak’s water solutions give brands a new option to make a positive impression with their product. The "Water in Carton" product is paper-based, giving full colour printing options, so brands can lessen environmental impact while telling their brand story with positive impact.

The multi-channel campaign targeted brands providing bottled water to customers as part of their service experience, which are keen to tell a positive sustainability story (e.g. hotels, airlines, catering companies, gyms, sporting venues). The campaign objectives were to deliver promote Tetra Pak’s innovation and sustainability leadership, to support customers as they plan their Covid-19 comebacks.

This campaign for Tetra Pak made a splash with creative copy utilised on digital ads, including LinkedIn sponsored ads (shown in the gallery below). The campaign, which utilised persuasive copy (which is what Tetra Pak want its customers to do on-pack) encouraged drinks manufacturers to use Tetra Pak's carton. packaging, which is more sustainable, and allows manufacturers to showcase their sustainability credentials with bespoke on-pack messaging.

Today, consumers want - and expect - to enjoy their favourite food and drinks without compromising on taste, texture or health.

Ingredion's Taste Sweet Liberation campaign involved creating copy - with supporting visuals - to show the stevia leaf, and its sweetening potential, as being a natural, healthy alternative to sugar.

The campaign, and its display ads (shown below), show how beverage manufacturers can liberate consumers by providing them with sugar-free products that are natural, healthy and taste great.