Work Collection

Better Oats
Campaign Development

Overview

Better Oats needed to increase awareness and drive household penetration among health-conscious oatmeal users—especially those looking for convenient, nutritious options to support their meal planning goals. The objective was to position Better Oats as a smarter, easier choice for people who care about what they eat but don’t have time for complicated nutrition. Competing with brands like Kodiak, the campaign had to deliver impact, clarity, and consistency. Our solution? A platform built around the idea that when it comes to convenience, taste, and nutrition—It’s just better with Better Oats.

Better Oats challenged us to increase household penetration by reaching health-conscious oatmeal users who were unaware that Better Oats could meet their wellness goals. The task was to create a campaign that matched the volume and relevance of key competitors like Kodiak, while targeting the mindful meal planner—someone seeking convenient, nutritious foods that support a balanced lifestyle. Our goal: position Better Oats as the smarter, easier breakfast option with only 100 calories and less than 1g of sugar.

Approach

I led the campaign from concept to execution, developing the core message, creative direction, and asset system. The visuals were anchored in warmth and clarity—prioritizing key claims like 100 calories and 1g of sugar, supported by a strong product presence and a recognizable, systematized layout. I created the art direction for photography, guided the lockup system, and adapted the campaign across digital and retail placements, ensuring every asset delivered a consistent and compelling message to our target: the mindful meal planner.

We developed the campaign platform “It’s just better with Better Oats” to highlight both functional benefits and emotional payoff. Visuals were designed for clarity and consistency—claims were prioritized at the top of the hierarchy, followed by brand elements like the tilted box and logo lockup, and anchored by bold black headlines. A textured brown linen background and subtle oat stalk graphic added warmth and depth without distraction. Each asset was optimized by aspect ratio to retain readability and drive immediate impact across retail and digital touchpoints.

Manifesto

The Process

The project began with a clear business challenge and a defined audience insight. I translated that into a creative strategy, crafting a campaign platform that could flex across touchpoints while staying rooted in the brand’s health-forward promise. I developed the visual system, led photo art direction, and built out a hierarchy for messaging that made nutrition claims front and center. Working closely with cross-functional teams, I ensured consistency across digital, shopper, and retail media—adapting the system to each format while maintaining clarity, simplicity, and brand voice.