Good Foods

2022

Minneapolis

Good Foods is a brand that prides itself on using the freshest ingredients to make the most delicious dips - basically, “only the good stuff. None of the bad stuff.” Towards the end of 2021, they came looking for a refresh of their brand. The objective was to elevate the Good Foods brand from food to lifestyle by  defining what “the good life” means through a creative campaign.  

Product Refresh

Part of the creation of the Positively Good campaign involved a look into how Good Foods represents itself through its packaging. To match the vibrant world that we are creating for their audience, we curated key shots to align with their values: taste, ease, and health. For this shoot, we focused on two categories: lifestyle and product specific.

The focus was on fun, engaging content with visual appeal that aligns with the brand and highlights product benefits. This approach aims to attract Good Foods' social media followers’ lifestyles and promote content sharing and engagement through recipe development.

  • An image of Good Foods queso, guac, and boardgames

    04

  • An image of chicken dipping into Good Foods queso

    02

  • An image of Good Foods guac at the pool

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  • An image of Good Foods guac on toast at breakfast

    03

  • An image of Good Foods Spicy Guac

    05

Dip into Summer

Minneapolis

2022

Every summer, Good Foods launches a “Dip into Summer” campaign as a way to kick off the warm weather with taste, ease, health and fun. With the flexibility to play within the brand identity, the objective was to elevate Good Foods dips as the go-to snack to make it feel like summer, no matter the time of year.​

A black spherical object with three circular cutouts, placed on a stand with a base, against a blue background.
Illustration of a hand showing the peace sign, with a purple skin tone.

The Guac-A-Rita

For the Dip into Summer campaign, we created a custom margarita cup for our guac-loving audience. I collaborated with our in-house 3D printing team to design a cup that aligns with Good Foods’ brand. We also branded it to boost its appeal as a giveaway, enhancing social engagement. This unique cup elevates summer gatherings and serves as a collectible for loyal customers.

Two maroon drink glasses filled with guacamole and tortilla chips on a yellow background, with a container of chunky guacamole in front.
A blank white card with a hole punched near the top center.

Video created by @the.boozy.ginger

A purple food trailer decorated with summer-themed graphics and banners reading 'DIP into SUMMER,' with two people inside serving food at an event. The trailer is surrounded by signs and plants, and a grassy area is in front.

Full trailer design for event activations across the country.

Open magazine on a woven tablecloth next to a straw hat, showing a picnic-themed advertisement and a food menu with sandwich options.

Full page ad in Delish.

Billboard advertisement featuring the slogan 'Unlock the Guac' with a portrait of guacamole, colorful chips, tortilla, and drinks, promoting finding a Kroger supermarket nearby for guacamole.

The team

Senior Art Director Alex Bausch
Senior Copywriter Catherine Retica
Creative Director Debbie Christensen
Social Director Samantha Johnson
Photographer Colleen Geunther