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Jimmy Dean
Role
Strategist
Date
Fall 2025
As part of my coursework, I was asked to create a campaign for Jimmy Dean.
Ask:
Change Jimmy Dean's perception of that from a breakfast food to an all-day food.
Insight:
Consumers want to eat healthy, but do not have the time to cook from scratch and societal pressure makes them feel guilty for resorting to frozen snacks.
Idea:
Show 22-28 year-olds that adulting is hard enough – unplanned moments, missed meals, and choosing convenience are all signs you’re adulting right. Jimmy Dean lets you be a "Guilt-Free Adult".
Situation Analysis
I was in charge of doing category research for the situation analysis. I dived into the frozen grab-and-go snack category by looking at industry and market research. I found relevant information in different corners of the industry, be it snacks, frozen foods, or protein-rich foods. I also was one of two creative leads on the situation analysis, developing the visual look of the report. I also worked with my team to develop our SWOT analysis for Jimmy Dean. Click the link on the first photo to read the full situation analysis!
Final Presentation
For my final presentation, I was once again one of the creative leads for the final design. I completed an in-depth interview as part of our work creating the final strategy and big idea. I worked with my team to develop our target audience, the "Health-Conscious Hustlers" and helped write the brand strategy and creative brief.
We discovered that our target audience views frozen food as potentially healthy based on the brand, but feel societal pressure to always cook their meals. However, they doing this especially difficult as they experience the early phases of their career/adulting. We created the idea of the "Guilt-Free Adult" that acknowledges the difficulties of your early adulthood. Click the link on the first photo to see the full final presentation!
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