CAVA – Effortless Wellness Campaign
The in-house team at CAVA was tiny but so rich in talent and willingness to go above and beyond to see a project through. During my time there I was fortunate to Co-Art Direct and be Lead Designer on two incredible projects:
Winter 2020 Campaign: Effortless Wellness
The Winter 2020 Campaign set out to highlight the spirit of the new year and all of the goal setting typically done during that time. Known for a moodier photographic style, this campaign immediately spoke of newness across all channels while highlighting some of the brand’s most popular ingredients in a bright and fresh way. Deliverables included four wall print creative distributed nationally to 90+ locations, a month-long email campaign, paid content and organic social media creative including twice weekly Instagram Stories content.
PROJECT TEAM
Creative + Co-Art Direction: Parvina Gilliam
Co-Art Direction + Lead Designer: J’Nay Penn
Copywriter: Lee Williams
Photographer: Becca Zimmerman
Lighting Director: Evan Roseberry
CAVA – Heat Meets Sweet
Introducing: Harissa Honey Chicken
The launch of CAVA’s first new protein in years coincided with the opening of their first ever innovation kitchen. The campaign for the spicy yet sweet Harissa Honey Chicken needed to make a statement! We did just that by leaning into the flavors that made the new offering special to excite CAVA fanatics and newbies alike. The full campaign rolled out nationally with four wall creative, out-of-home advertising and email, in addition to paid and organic social content. The Harissa Honey Chicken launch was CAVA’s most successful campaign to date at the time, with sales surpassing projections and creating just the right buzz with their customers.
PROJECT TEAM
Creative + Co-Art Direction: Parvina Gilliam
Co-Art Direction + Lead Designer: J’Nay Penn
Copywriter: Lee Williams
Photographer: Becca Zimmerman
Video Producer Lighting Director: Evan Roseberry
