Knudsen Creamery is a sub brand of Kraft Foods based in California. The brand was struggling to find their identity and voice in a category that is dull and where every brand is functionally similar. Through digital executions, my team at Upshot refreshed the brand’s look/tone/feel and brand voice by developing a stronger, more contemporary image that engages today’s dairy consumer.
To capture recipe content for the Knudsen website, we conducted a photoshoot. Our goal was to convey the brand’s west coast essence by styling the food with contemporary yet understated items made of vibrant colors and patterns.
After the launch, we created a set of banner ads to drive people to the website for recipe inspiration and brand awareness.