sticky together
integrated social campaign
Overview
Welch’s spreads were lost in a sea of sameness. To break free from stereotypical PB&J associations, we launched "Sticky Together," an integrated social campaign that embraces the authentic, messy kitchen moments where core family memories are made.
Rather than shying away from the chaos, we leaned into it. We invited family creators to make memories and recipes in the Sticky Together Kitchen, transforming it into a social-first brand space where messes act as a vehicle for connection, all while showcasing expanded product use cases through fun recipe creation.
This strategic approach powered a highly adaptable, full-funnel campaign spanning organic and paid social, OLV, and retail driving sales through cohesive storytelling across every touchpoint.
Role
Concept development, Client pitching, Photography direction, Scriptwriting, Pre-production, Post-production
Team
Client: Welch’s
Agency: Accenture Song
Production: Garnish Studios
Director: Thi Lam
Site Producer: Ella Chang
Post Director: Derek Brooker
Creative Director: Randie Speir
Senior Copywriter: Haley Finch
Senior Art Director: Andrea Wood
Art Director/Designer: Molly Beacom
Producers: Danielle Kernell, Sam Merritt
