Jimmy Dean for Ogilvy

3 weeks



Awards:
Runner Up!
Amongst 9 teams across the US
Team: 
Designer & Art Director: Krithi Nalla
Copywriter: Grant Davis
Designer: Reina Kitamura
Strategist: Beatričė Naujalytė 
Product Manager: Mikayla Browm
Producer: Cameron Foster



Created during my internship at Ogilvy
Spec Campaign
Created a campaign for Griddle cakes through a brand refresh and restructure transforming Jimmy Dean from a responsible morning choice for a positive day to a spontaneous indulgence to have on hand at any time.






                    
The Ask
A social-first campaign that drives Gen Z awareness for Jimmy Dean's Griddle Cakes,

The Problem
Jimmy Dean is not currently a top breakfast choice for this audience.

Why?The current tone of unbridled optimism doesn’t land with Gen Z.




           

Strategy 

Transforming Griddle cakes into a 
spontaneous indulgence to have at 
any time. 

The venn-diagram shows the 
pillar on which this strategy is built on.










The BIG Idea
Jimmy Dean will refresh the Sun and Moon mascots 
with a distinctly Gen Z perspective while retaining the 
signature optimism of Jimmy Dean. 

The mascots’ banter will entertain audiences and promote 
anytime indulgence by  personifying the generations dichotomies. 

This or That? Sweet or Savoury?
Night Owl or Early Bird? Sun or Moon?
Maple Griddle Cake or Blueberry Griddle Cake?  





Back in the 2000’s

Sun was beloved by fans, but was 
not well recognized as as Jimmy Dean. 
While Moon and Cloud were seen as flawed 
characters waiting to be “fixed” by Sun's optimism. 









Refreshed for 2024

Sun and Moon are shown as siblings
that are not perfect, and they don’t want to be, showing all sides to them. 

We will link the visual to the brand identity, and will have stronger ties to the product. Social media is more interactive than TV.






Social Presence
Platforms like Tik Tok would amplify the Sun and Moon Persona’s, giving them a platform to entertain and become the peoples mascot. 

Sun retains the voice of a 
refreshed Jimmy Dean while Moon has a challenger brand voice.

The storyboard below breaks down how these mascots are refreshed and strategy used to entertain audiences.





Tone of Voice
Expanding Sun and Moon’s social presence to X would establish their sibling like dynamic.

Sun retains the voice of a refreshed Jimmy Dean while Moon has a challenger brand voice.






Team Recruiting Kits:
Tap into influencers that match personas with Sun and Moon to extend our audience




24 Hour Griddle Cake Cart Activation
Sun and Moon would come out to greet Early Birds and Night crawlers at 12am or 12pm to give them a hearty meal whether they are going to class or coming back from the club




Note
Jimmy Dean was the programs competition brief.

During my time at Ogilvy, I got to work on clients like Gerber, Citizens, Dove, and Ikea. Some were real client while others where spec campaigns.


Learnings
The space I had to explore spec campaigns provided me with a unique opportunity to explore how to 

1. Ask the right questions to uncover insights for campaigns

2. Although I had the role of an art director, I wore hats that of a designer and strategist. I learnt to funnel massive amounts of research + data into picking and crafting the right strategy.

3. Learnt everything about David Ogilvy. He’s inspirational!

4. Gained confidence in my ability to signal scan, social listen and compound research into actionable insights.