Good Foods: Positively Good
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.
What it means to be Positively Good:
Life is awfully skilled at throwing things at us.
But those who are skilled at taking it all in stride know best: the secret to a joyful life is being able to differentiate the things that deserve our attention from the things that don’t. When good things happen to us—and because of us—there is much happiness to be experienced by noticing them. No matter how small.
To build this universe for Good Foods, I art directed the Positively Good campaign with imagery focused on these every day — sometimes mundane — moments in life. I then combined this with graphical elements that physically incorporated the Good Foods brand into the world we were building.
Pre-roll
Product revamp
Part of the creation of the new campaign involved a look into how Good Foods represents itself through its packaging. To match the brand new, colorful 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 main focus was fun, engaging content that will have breakthrough visual appeal and be on brand, as well as highlight the product benefits through the new content. This would allow us to appeal to those who follow Good Foods social platforms and encourage content sharing and other engagement strategies through recipe development and ideas.
Coming to life on social
Packaging
Dip into Summer
Seasonal campaign
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.
Interactive rich media banners
Landing page feature
Full page in Delish magazine
Outdoor activations
The Team
Catherine Retica, Senior Copywriter
Debbie Christensen, Creative Director
Alex Bausch, Senior Art Director
Colleen Guenther, Photographer