FOOD & BEVERAGE RETAIL
I was deeply involved in many aspects of Cumberland Farms’ award winning social media content over the several years I worked with the brand. From copywriting and concepting strategy as an account coordinator, to creating brainstorming frameworks, developing social strategy as a content director, and art direction, photography, video pre-and post-production, graphic design, and animation as a designer.
Agency: Kel & Partners
Cumberland Farms
A convenience store with nearly 600 locations across 8 states, this retail store is in the process of shifting their typical “grab and go” persona to “new concept” stores, selling hot food like breakfast sandwiches and pizza, along with speciality beverages from state of the art drink machines.
Strategy meets Creative
I have worked on both the account and creative side for Cumberland Farms social media, most heavily art directing and shooting at photoshoots and concepting visuals targeted for channel nuances.
Objectives were focused on high quality, affordable coffee – customers invited to “do it yourself”with any fixins’ they like, a contrast from stuffy and costly Starbucks – as well as new concept store hot food offerings that make on-the-go much more delicious, and their SmartPay app, offering customers special deals on gas and in store purchases.
In 2019, Cumberland Farms won the “Creativity of Content” & “Best Overall Social Media” awards.
Details here.
