Sargento has long had a history of humble philanthropy & local giving. They have been partners with area charities & major sports teams for decades – giving back to causes like hunger, housing, education & our environment. As the company saw the need to discuss on more of a brand level I was happy to lead the first national campaign putting ad dollars behind speaking about the amazing work the company has done & continues to lead.
Understanding the importance to the family & leadership teams about this campaign was so important. Thoughtfully crafted messaging & authentic visuals were imperative to a successful move into more broadly discussing Sargento's philanthropic efforts. This project became very complex & exciting right from the briefing. I led this through from strategy, brainstorms, storyboards, production logistics, editing & final product. I directed our fabulous video agency & we collectively delivered. The ads have tested wonderfully thus far since the videos dropped summer through fall of 2021. This one is near to my heart because of the message, complexity & importance to the brand & the communities we serve.