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Jimmy Dean
Role
Strategist
Date
Fall 2025
Campaign Highlights
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
My creative team and I worked together to develop our larger team's branding. Inspired by our topic of true knowledge, I was inspired by the concept of a "parallax". Much like how where you're standing affects your view of something, the different perspectives of a team allow for a full view of a topic that enables success.
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!
Team Web Bios
I wrote the web bios for my team's section of the Mojo Ad website. I sent out a questionnaire and met with members of my team to develop their bios.
Narrative and Insights
I worked with my team's strategists to craft our final presentation's narrative and insights. Our presentation dived into how YAYAs (Young and Young Adult/18-24 years old) constitute true knowledge.
Planet of Academia Post
Planet of Tech Post
Planet of Tech Video
Learner's Odyssey Campaign Posts
I worked with my team's art directors and strategists to write the statistics in each of the graphics and videos, as well as the captions for each of the posts.
Planet of Life Post
Planet of Academia Video
Team J-School Instagram Takeover
I wrote copy for our team as we took the Mizzou J-School's Instagram for a day. I wrote our beginning and end-of-day social posts, as well as copy for the Instagram story.
Instagram Story Q&A
Beginning-of-Day Post
End-of-Day Post
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