Creative Branding
Delisha's Snack Bars Campaign
The world’s best snack bar, bar none.
The Project
An international client (Delisha's) needed help rebranding their product positioning in preparation for a US launch, and asked me to start with three tasks. My campaign pitch? Simple. Honest. Friendly. (Just like Delisha's)
1) Product Story
My focus was to rewrite how the founder was able to escape the day-to-day grind of hustle culture to realize the American dream by creating a healthy, honest product while focusing on family-first values.
2) Social Media Video
My focus was heavy visuals, but flexible in formatting. Short and punchy transparent facts to be displayed in a low-budget, captions-only video or over B-roll of the product, processes, and people that create Delisha's.
3) Taglines
I created taglines for each of their five consumer personas. Powerful promises backed by cool confidence and a slightly playful tone—a personality that can build brand loyalty—but also one that promotes levity and joy, tying it together with the simple pleasure of snacking on Delisha’s.
Product Story
For a long time, my career was my life. I attended every training, seminar, and networking event possible. I worked late nights—sometimes sleeping at the office—and ate whatever was convenient. I sacrificed a lot to become a successful executive because becoming CEO was my dream.
Then I had my son, Charlie, and everything changed.
From the moment I held him, the world as I knew it stopped existing. Now, my whole world was in my arms, and my new dream was to be the best dad possible. That meant protecting him (and yes, providing for him,) but if he was going to need me, that also meant I needed to protect myself.
I started exercising more and working less. I became more present at home and an expert at changing diapers. (I tried sleeping more, but with Charlie, that felt impossible.) Between juggling my job, Charlie’s dirty diapers, and the seemingly never-ending sleepless nights, my only dependable source of energy was on-the-go snacks.
But one early morning, while rocking my son back to sleep, I glanced at the ingredients list of my favorite energy bar—and what I saw shocked me. Could it be? I had to investigate.
I ran down the stairs, opened the kitchen pantry, and rifled through the boxes. My stomach sank—it was true. All my favorite energy and meal replacement bars where chock-full of hard-to-read ingredients and chemicals: artificial flavorings, ultra-processed flours, high-fructose corn syrup. The lists went on and on. I was disgusted.
Right then and there I threw them out. Every single one of them. And when Charlie finally went to sleep, I went to work.
I needed a new snack. Something simple but satisfying. Something tasty but healthy. Something wholesome but easy to eat.
I didn’t know it then, but that day, Delisha’s was born—right there in my kitchen—inspired by my son.
It took a couple more years, several nutritionists, and a few more sleepless nights to make it perfect, but we finally crafted the world’s best snack bar.
And now that I’m healthier, more present with my son, and finally a business owner, I’m ready to chase my next big dream: to share Delisha’s with you so you can chase your dream!
Enjoy my healthy, on-the-go snacks that are easy to eat but don’t compromise on flavor. Experience taste that doesn’t sacrifice texture, and a label free from artificial sweeteners, preservatives, chemicals, colorings, and other junk ingredients. (And the only thing they’re chock-full of is 100% natural, guilt-free flavor.)
From the boardroom to the bedside, or wherever else your dreams take you… Take a Delisha’s.
Social Media Script/Captions
Delisha’s
The world’s best snack bar, bar none.
No chemicals
No corn syrups
No carb spikes
No chocolatey gunk
No oily coatings
No mealy mouthfuls
No caffeine jitters
No consequences.
Just pure, unadulterated bliss in a bar.
All-in on flavor
All without compromise
100% natural and organic
0% GMO
High in antioxidants, fiber, and protein
Vegan and free from the top 10 allergens
And most importantly…
Delicious.
Consumer Persona Taglines
Conscientious Parent: Your well-behaved kid deserves the ultimate reward. (Don’t worry, he won’t know it’s healthy.)
Guilt-free indulger: Indulge in an irresistible guilty pleasure. (Without the guilt.)
The Label Reader: Satisfy your sweet tooth—and your commitment to health. (Go ahead, read the label.)
On-the-Go Pro: Your new go-to for easy energy on the go. (Without the crash, chemicals, or junk calories.)
Health on a Budget: Meet your tastebuds’ new best bud: budget-friendly, gluten-free, and high in fiber—not fat. (They might just be BFFs for life.)