Annie's Homegrown

A digital marketing campaign for a back-of-the-box Annie’s & Novel Effect collaboration

Annie’s Mac & Cheese sought to bring something extra to their beloved product by partnering with an engaging tech-driven experience for kids. They found that in Novel Effect, an innovative app that brings stories to life by playing soundscapes and effects that respond to your voice as you read aloud. As the creative director and designer on this project, I led the efforts to integrate these two brands into a cohesive, exciting campaign that resonated with Annie’s audience.

We were tasked with creating a social media campaign, campaign video, and landing page to encourage families to use Novel Effect to make mealtime magical. I started by developing a campaign brand guide that strategically married Annie’s warm, playful identity with Novel Effect’s interactive, imaginative experience. From there, I oversaw the creation of social media templates, casted and shot a custom-scored campaign video, and crafted social media assets tailored for paid ads and boosted posts. The goal was to seamlessly combine both brands and inspire families to experience mealtime in a new, engaging way.

In addition to the social media elements, I designed a landing page to house the campaign video, providing a smooth user journey from the paid ads to the content. The landing page was designed to drive engagement and ensure the campaign’s success by fostering an immersive brand experience that tied directly back to Annie’s commitment to making mealtime fun and magical. Through this collaboration, we not only strengthened Annie’s connection with their audience but also brought a unique, tech-forward element to their packaging and marketing.