Amanda Cargill

Dinnerly Meal Kit
Data showed the Dinnerly demographic comprised primarily families with young children and early career adults. As such, the brand’s messaging centered on “conquering dinnertime” despite the challenges of a chock-a-block life. Brainstorming ideas for a New Year’s campaign, Napoleon Dynamite came to mind — specifically, Pedro’s reassuring “You can do it,” which both distilled Dinnerly’s threefold value proposition (ease, convenience, affordability) and conveyed its approachable, cheerleader-like brand voice. The campaign was a hit, particularly on social, where engagement ticked up thanks to comments from followers who recognized the pop culture reference.