CONSUMER PACKAGED GOODS
I have extensive experience in CPG, rising to some of the toughest challenges—working with kids and animals. Their unpredictability means there are times when you have to make changes on the fly. Sometimes they act the way you were hoping for, sometimes they don’t act at all. But it keeps things lively.
pet foods
I have worked on a number of pet food brands including Kibbles ‘N Bits, Snausages, and 9-Lives. In fact, in the Kibbles n’ Bits spot presented, I did the voice of the dog Champ. It made me famous among my nieces and nephews and their friends.
Kraft Cheese
I worked on a number of Kraft Cheese brands, so much so that the phrase "five ounces of milk in every Single" is embedded in my brain.
Nabisco Crackers
During a couple of summers of my college years, I worked at a Nabisco factory. So it actually felt pretty natural to work on some of the accounts, including being one of the creative directors on the global Ritz account.
Triscuit was a simple, basic cracker. We felt the best way to position it was going against the grain of things that seemed less down to Earth.
Oscar Mayer
Oscar Mayer has two very powerful jingles in its marketing arsenal—”Oh I Wish I Was An Oscar Mayer Weiner” and “My Bologna Has A First Name.” The trick was keeping them fresh. Besides TV spots, digital work included promoting “Sing The Jingle” contests which created interaction and involvement that drove traffic to the OM site.
Nestle
Both Nestle Tollhouse and Stouffer’s believed their brands stood for creating real family moments. For Tollhouse, it was the magic moment of Moms baking cookies and making memories with their kids while they were in that short window of childhood. For Stouffer’s, it was the simple pleasure of sharing a meal as a family. (And I got to work with Susan Sarandon as a voice-over.)