Pillsbury Left-Dough-Vers (pitch)
My Role: Lead strategist and creative director
Led the strategic framing and pitch narrative, guided a creative team through insight-driven territory development, and helped pioneer AI-enabled digital executions within the Walmart Connect canvas.
The Situation
Pillsbury asked for a customized holiday campaign and digital experience within the Walmart ecosystem that would wow audiences. The challenge was extending relevance beyond Thanksgiving itself, into the “in-between” meals where convenience, value, and inspiration matter most.
The Insight
While Walmart customers already shop Pillsbury, data and cultural signals showed tension around holiday stress, food waste, and time spent in the kitchen. Families wanted solutions that made their dough go further, reducing waste, easing stress, and creating more time together without sacrificing tradition.
The Narrative
The pitch reframed leftovers not as an afterthought, but as a creative unlock.
Left-Doughvers positioned Pillsbury dough
as a flexible partner in those post-holiday moments, helping families turn what’s left
into something new, easy, and genuinely enjoyable.
With this image-powered digital experience, simply snap a photo of your dinner plate and let Doughboy work his magic. Download your custom recipe and shop for Pillsbury in just a few taps.
The Creative System
I developed four creative territories supported by interactive, AI-driven digital executions, some of the first of their kind within Walmart Connect! These experiences invited customization and inspiration, while breaking from traditional aisle-based thinking to encourage exploration, creativity, and new use cases across the Walmart ecosystem.
Meet the Dough-It-Yourself machine: a magical, interactive digital kitchen. Create one-of-a-kind holiday recipes by selecting and customizing ingredients. Turn everyday ingredients into something spectacular.
The Outcome
The work successfully aligned sales, agency, and client partners around a bold new creative direction, establishing trust during Pillsbury’s first pitch with my team. Feedback from sales partners reinforced the strength of the thinking — noting the work felt indistinguishable from what an Agency of Record would deliver.