Amazon Fresh

One of America's top grocers wanted to refresh its social presence and launch a TikTok channel.

I co-led a TOV workshop with client to create a social media personality relatable by busy parents. While other grocers' socials were perfectly plated and symmetrical, our protagonist's kitchen... had countertop crumbs.

I also managed TikTok content creator/agent communications during the production process, ensuring POC creators were included, able to share authentic stories, and paid equitably.

Our team's efforts paid off. Our TikTok launched with a massive 60k+ followers and 1M views in its first week. On IG, audience reach increased 3X and monthly follower growth % rate quickly grew to surpass all 13 category competitors.


Strategy Director: Diana Jannuzzi

TOV & Social Personality
Amazon Fresh tone of voice. Planned improv parents and a list of brand personality features.
Amazon Fresh tone of voice. Planned improv parents and a list of brand personality features.
TikTok
IG Reels
IG In-feed
Instagram carousel. Late night snacks. Treat yourself to something good. Yogurt covered pretzels.
Instagram carousel. Late night snacks. Treat yourself to something good. Yogurt covered pretzels.
Mac and cheese bites. We may or may not be sharing.
Mac and cheese bites. We may or may not be sharing.
Root vegetable chips. Sweet potato and taro and batata and parsnip.
Root vegetable chips. Sweet potato and taro and batata and parsnip.
Cinnamon yogurt pretzels. Buttery smooth meets crunchy.
Cinnamon yogurt pretzels. Buttery smooth meets crunchy.
Caramelized onion and feta puffs. Preheat the oven now.
Caramelized onion and feta puffs. Preheat the oven now.
Food three ways: plant based ground beef.
Food three ways: plant based ground beef.
Plant-based tacos with meatless crumbles, sliced avocado, pickled red onions, and jalapeños on toasted tortillas.
Plant-based tacos with meatless crumbles, sliced avocado, pickled red onions, and jalapeños on toasted tortillas.
Plant based meatballs in a skillet with tomato sauce, parsley, and cheese sprinkles.
Plant based meatballs in a skillet with tomato sauce, parsley, and cheese sprinkles.
Plant-based shepherd’s pie topped with mashed potatoes and sprigs of thyme.
Plant-based shepherd’s pie topped with mashed potatoes and sprigs of thyme.
Chocolate ice cream background. When the cashier nods in approval at your purchase.
Chocolate ice cream background. When the cashier nods in approval at your purchase.
Orange background. When your song starts to play over the speakers.
Orange background. When your song starts to play over the speakers.
Red lettuce background. When you mistakenly take someone else’s shopping cart.
Red lettuce background. When you mistakenly take someone else’s shopping cart.
Basil background. When you forgot your bags in the car so you cram everything in your pockets.
Basil background. When you forgot your bags in the car so you cram everything in your pockets.
Avocado background. When you feel all the avocados and find the perfect one.
Avocado background. When you feel all the avocados and find the perfect one.