This collaborative campaign needed a visual identity and marketing strategy that could connect with both brand’s audiences for this special, limited period, engagement opportunity. We needed to help them spread the message that their products could facilitate parent-child connection around mealtimes.

In order to create a unique brand for this campaign, we blended the two - designing a joint color palette and pulling in some of the classic Annie's shapes to use as icons. Overall, the feel of the brand highlighted the magic of both partners while creating a consistent and dynamic visual identity for the campaign as a whole.

We crafted weeks of campaign posts to tell the story and share the call to action on social media. Our goal was to use the lively visual themes to engage with Novel Effect's audience organically and to grow brand recognition through the partnership. The posts needed to feel fun, but also clearly illustrate the power of their product.

During the campaign, we knew that one of the main places people would go for more information was the website. So we crafted a unique landing page to hold the campaign video, tell the story of the partnership, and direct people to social media and to the Novel Effect app. We used Gatsby Js, a Javascript framework, to provide the best possible experience for mobile users.