INDUSTRY:
Food
CLIENT:
LesserEvil
YEAR:
2025
ROLE:
Lead Strategist & Copywriter
Manifesto, to be placed on every bag.
The Open Bag Campaign repositions LesserEvil as the snack brand built on honesty, transparency, and mindful fun. Instead of hiding behind health claims, the campaign embraces imperfections and shows consumers exactly what’s inside: real ingredients, clean sourcing, and a brand with nothing to hide. Centered around the tagline “No Secrets, No Evils,” the work spans print, OOH, in-store displays, a pop-up food truck, social content, and seasonal merch. The creative direction uses bold colors, playful visuals, and a manifesto that champions openness over perfection.
Mystery PR popcorn box
Popcorn buckets, which are available at all major movie theatres
mobile popcorn truck vending around major cities
The main challenge was addressing consumer skepticism in a crowded “healthy” snack category that often overpromises. LesserEvil needed to stand apart by proving authenticity, not performing it. The brand’s quirky, vibrant personality also had to coexist with a message rooted in honesty and ingredient transparency. Balancing fun with credibility without feeling preachy or corporate, requiring a disciplined tone, a strong insight, and visuals that made transparency feel liberating, not clinical.
end of aisle supermarket display
instagram social posts
supermarket shelf talker
The final campaign reframed LesserEvil as the mindful, transparent alternative in the snack aisle. Each touchpoint delivered the same core message: what’s inside matters. From a manifesto printed directly on packaging to an experiential pop-up truck and retail displays, the work made transparency tangible and culturally relevant. The campaign strengthened LesserEvil’s identity as a playful, honest, values-driven brand that consumers can trust and enjoy without guilt.
