Nestlé Winter Wins (pitch)
My Role: Lead strategist and creative director
Set the seasonal positioning, authored the pitch narrative, and guided the creative team in building flexible, pitch-ready creative territories grounded in behavioral data and human insight.
The Situation
Nestlé’s Sales team approached me to uplevel their seasonal campaign execution campaign at Walmart. With hero brands like Toll House, Hot Pockets, and Purina in the mix, the challenge was creating a winter narrative that felt relevant, human, and cohesive without forcing a traditional “New Year, New You” lens.
The Insight
In a long, expensive winter, progress doesn’t look aspirational, it looks practical. Getting food on the table after a long day is a win, and consumers want that effort recognized rather than idealized.
The Narrative
The pitch reframed winter as a series of small but meaningful victories: moments of relief, ease, and momentum during tough days. “A win is a win” became the connective tissue, allowing every product to earn its place through usefulness, not seasonality.
Five unique medals are hidden across different categories on the shoppable image grid. Users tap on the image to flip the image and reveal a medal. As more medals are collected, shoppers unlock badges that celebrate their progress and achievements.
The Creative System
The creative system was the unlock. I built a centralized landing experience that gamified Winter Wins while removing traditional shopping barriers. I intentionally placed unexpected categories (like pet food alongside frozen meals) to encourage cross-category discovery and new shopping behaviors.
Each medal unlocks a spotlight moment with curated products, tips, and content tied to its category.
The Outcome
The work aligned Nestlé, Walmart, and agency partners around a new creative direction, helping establish trust with a newly formed creative partnership and opening the door to more expansive thinking within the Walmart Connect canvas.