Creative Direction

For 2026 Back-to-School, we were asked to take a successful partnership program featuring Sara Lee bread, Skippy Peanut Butter and Welch's Jelly and evolve it for year two with a focus on helping parents find easy lunchbox solutions for the school year. 

I led the development and creative strategy behind the project, looking into the mindsets of parents, kids and retailers to develop the winning approach and the Key Visuals that led the program. 

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Our approach? We tapped into Y2K nostalgia knowing it would be a hit with both parents and kids. We wanted to celebrate the BTS time period and get both families and retailers pumped with a campaign that felt energetic, fun, easy and delicious. It's Peanut Butter Jelly Time, baby!