Background

Background

MUSH, an American ready-to-eat overnight oats company, needed an awareness campaign to expand their reach through a combination of paid ads and owned-social content. The challenge was to craft something that stayed true to the brand’s playful nature while engaging a health-conscious audience in a saturated market.

MUSH, an American ready-to-eat overnight oats company, needed an awareness campaign to expand their reach through a combination of paid ads and owned-social content. The challenge was to craft something that stayed true to the brand’s playful nature while engaging a health-conscious audience in a saturated market.

Insight

Insight

Our audience strives to be the healthiest version of themselves, but life’s chaos—busy schedules, daily challenges, and occasional slip-ups—often gets in the way. Despite these obstacles, even on their toughest days, MUSH remains that one small, convenient, and healthy choice that helps them stay on track. We aimed to highlight how MUSH’s ready-to-eat oats make it easy to maintain wellness, no matter what life throws at you.

Our audience strives to be the healthiest version of themselves, but life’s chaos—busy schedules, daily challenges, and occasional slip-ups—often gets in the way. Despite these obstacles, even on their toughest days, MUSH remains that one small, convenient, and healthy choice that helps them stay on track. We aimed to highlight how MUSH’s ready-to-eat oats make it easy to maintain wellness, no matter what life throws at you.

The Solution

The Solution

We crafted a fun and relatable campaign that visualized the daily struggle of staying healthy, while also celebrating the resilience and dedication of MUSH’s consumers. The content used humor to acknowledge the reality of balancing health goals with life’s messiness, positioning MUSH as a simple, no-fuss solution. Through bold, attention-grabbing visuals and a playful tone, we aimed to stop users mid-scroll on social platforms, changing the perception of oats forever. Our campaign not only promoted MUSH’s product as ready-to-eat, but also ready for anything—just like their audience.

We crafted a fun and relatable campaign that visualized the daily struggle of staying healthy, while also celebrating the resilience and dedication of MUSH’s consumers. The content used humor to acknowledge the reality of balancing health goals with life’s messiness, positioning MUSH as a simple, no-fuss solution. Through bold, attention-grabbing visuals and a playful tone, we aimed to stop users mid-scroll on social platforms, changing the perception of oats forever. Our campaign not only promoted MUSH’s product as ready-to-eat, but also ready for anything—just like their audience.

Launch

Launch

As Creative Director, I oversaw all of the quarterly campaigns from concept to execution. This included guiding the creative team, setting the overall tone and direction, being on set for all video and photoshoots and ensuring the final output remained consistent with MUSH’s playful brand identity. I worked closely with media and design teams to ensure that our social and paid ads resonated with our audience while staying true to the brand’s core message.

The results exceeded expectations, with a 552% increase in Facebook reach, a staggering platform growth of 1,300%, and a 250% increase in Instagram mentions. The campaign not only raised awareness but also strengthened the connection between MUSH and their target audience, solidifying its place as the go-to choice for convenient, healthy eating.

As Creative Director, I oversaw all of the quarterly campaigns from concept to execution. This included guiding the creative team, setting the overall tone and direction, being on set for all video and photoshoots and ensuring the final output remained consistent with MUSH’s playful brand identity. I worked closely with media and design teams to ensure that our social and paid ads resonated with our audience while staying true to the brand’s core message. The results exceeded expectations, with a 552% increase in Facebook reach, a staggering platform growth of 1,300%, and a 250% increase in Instagram mentions. The campaign not only raised awareness but also strengthened the connection between MUSH and their target audience, solidifying its place as the go-to choice for convenient, healthy eating.