CHALLENGE

Develop an experience strategy for the Simple Truth High Protein launch that connects affordability messaging with Free From benefits, reinforcing the "Go For Simple" brand platform. This marked the most significant initiative for Simple Truth since its launch.

INSIGHTS

• Top barriers to adopting a protein-forward diet are cost and ingredient concerns.

• Customers want convenient, delicious solutions with meal ideas that feel achievable and enjoyable.

• Dietitian-approved framing and simple meal planning build trust and motivation.

SCOPE of OWNERSHIP

Owned the experience from strategy through launch, including recipe strategy, photography art direction, imagery selection, wireframe design, stakeholder alignment, and implementation; Enhanced visual appeal and conversion by replacing basic UPC shots with appetizing plated meal imagery and improving product carousel relevance; Delivered engaging, shoppable "no-recipe" recipe infographics featuring simple, health- and cost-conscious meal ideas with curated ingredient drawers; Partnered with Kroger dietitians to validate recipe content, ensuring recipes met high-protein criteria or qualified as a "Dietitian's Pick" to strengthen customer trust and loyalty.

RESULTS

• Traffic: 309k total

  • Web: +185% PoP (192k)

  • App: +123% PoP (116k)

• Cart Adds: 14.3k total

  • Web: +181% PoP (3.4k)

  • App: -20% PoP (10.9k)

• Cart Add Price:

  • Web: $17.3k

  • App: $53.9k

• Top Engagement:

  • Meals Carousel: 24% Web, 41% App

  • Snacks: 17% Web, 11% App

  • ST Savings: 12% Web, 11% App

CHALLENGE

Millenials and multicultural cooks face overlapping challenges—turning interest in global flavors into quick meals or finding shortcuts that honor tradition. I addressed this by creating a global traditions page that blends discovery, authenticity, and practical planning.

INSIGHTS

• Authenticity with Ease: Customers seek culturally authentic experiences balanced with convenience, making ease of preparation a critical factor.

• Evolving Flavor Interests: Fatigue with overemphasis on Mexican cuisine is driving exploration of African, Peruvian, Caribbean, and emerging Korean and Peruvian trends.

• Content & Visual Appeal: Customers respond to culturally significant, exclusive content and highly value beautiful photography—especially for soul food.

SCOPE of OWNERSHIP

Led end-to-end content strategy and execution, including agency partner briefings: built the site experience and editorial calendar; conducted multicultural user research to inform page wireframes and content, envisioned end to end through live page with UX and accessibility considerations; developed recipe and article concepts from ideation through asset creation; art directed photography; coordinated cross-platform distribution; and drove performance through A/B testing and ongoing measurement, incorporating findings back into content and experience.

RESULTS

• Unique Visitors: 24.7k, up 96.4% YOY

• Overall Traffic: up 95.1% YOY

• Homepage Cart Conversion 27%

• Interactive Element Engagement: 4,044 total