- Project Type: Integrated Campaign
- Audience: Gen Z Students
- Focus: Food and Dining Vertical
- Channels: App, Social, Paid Media, Email, CRM
We launched FEASTiVAL to drive engagement across the UNiDAYS food vertical. It was a celebratory campaign that turned everyday meals into memory-making moments. Whether students were cooking at home, dining out with friends, or ordering in after a long study session, our message was simple: you bring the appetite, UNiDAYS brings the savings.
My Role:
- Art Direction
- Campaign Concept
- Design
- Photo Editing
Key Deliverables:
- App Banners and Ads
- Social Content (Paid and Organic)
- Campaign Identity
- Email Design
Creative Direction
I partnered with the lead copywriter to develop a campaign that treated food as more than just sustenance. It’s ritual, memory, and mood. Inspired by zines and scrapbooks, I art directed a tactile, Gen Z-friendly aesthetic featuring:
- High-contrast color palette
- Hand-drawn food patterns and campaign badges
- Nostalgic photo treatments with paper textures
- Expressive typography paired with playful, punchy CTA’s
- ADA-compliant contrast across all critical messaging
FEASTiVAL live on the UNiDAYS App
A Modular System for Every Mealtime Mood
We developed a flexible campaign system centered around a single idea: food isn’t just fuel. It’s an experience. The campaign launched with a universal hero message to set the tone across all channels, then expanded into three verticals reflecting key student food moments: cooking at home, ordering in, and dining out with friends.
The core campaign line “Save. Share. Scoff.” captured the overall spirit and set a playful, inclusive tone across general awareness assets.
Cook
Subhead: Click. Cook. Chill.
DIY meals and healthy comforts for students who enjoy cooking at home. Messaging focused on simplicity, relaxation, and affordability.
Order In
Subhead: Tap. Takeaway. Tuck In.
Celebrated takeaway culture and cozy nights in with friends. We highlighted familiar brands and relatable delivery moments.
Dine Out
Subhead: Meet. Menu. Mmm.
Centered on casual dining experiences with friends. This vertical emphasized connection and indulgence, featuring restaurant partners.
A mix of memes, promos, and carousel posts, crafted to drive shares, saves, and scrolls, all aligned with Gen Z humor and platform trends
Cook and Order In Email
Performance-Driven Emails
Designed in Iterable using live text and accessible color palettes, each email was optimized for clarity, performance, and mobile responsiveness.
Dining Out Email
Generic Newsletter Banner
Results and Takeaway
- Boosted engagement in the food vertical
- Drove traffic to partner offers
- Strengthened Gen Z relevance through content and tone