Sweetgreen
“Eat With Intention”
Role: Creative Direction, Copywriting, Social Strategy.
Overview:
This mock campaign reimagines how Sweetgreen could connect with its creative, health-conscious audience. The concept, “Eat With Intention,” turns everyday meals into mindful moments. It shifts the focus to salads being almost another person in your life.
Platform Strategy:
Platform Strategy:
Instagram: Focus on relatable copy and creator collabs.
TikTok: “Eat With Intention” challenges or short-form lifestyle clips with creators in motion.
Email: “Today’s Intention” — short mindfulness prompts with Sweetgreen menu recs.
Why it matters
I wanted to humanize healthy eating. Sweetgreen already makes good food, but I imagined a version that speaks directly to creatives, students, and city life.