Twice Daily Summer Promotion
Chain-wide seasonal campaign across four food categories, 100+ assets, and 200+ locations.
Role: Design & Production Manager
Focus Areas
Campaign rollout, environmental graphics, photography direction, print production, signage systems, digital, vendor managment
Four food categories, one summer
A chain-wide summer promotion spotlighting limited-time offers across four categories, bakery, hot food breakfast and lunch, cold deli, and the beverages paired with them. The work had to land in every part of the store where a guest makes a decision: the bakery case, the roller grill, the cold case, the snack aisle, the front door, and the app.
From shot list to shelf talker
The promotion was built out across the chain, from photography through installation.
Working with the food and beverage category managers, I confirmed the featured items and coordinated everything the shoot required. I helped direct the photoshoot itself and managed pre- and post-production with the stylists and photographers.
From there I helped design the promotional suite within the established brand system, adapting the campaign across more than 100 distinct pieces: menu board posters, hot food case headers, roller grill toppers, bakery case signage, cooler door clings, shelf talkers, gondola danglers, exterior and window graphics, ATM screens, and social assets.
I worked directly with our print vendors through proofing and prepress, checking every piece against its dieline for correct size and cut, and I specified the hardware each promotion needed, magnets for the hot food warmers, stands, and frames, so stores had what they needed to install. I also determined where each piece belonged in the store and made sure placement was consistent across 200+ locations, and coordinated with the app team so the digital rewards offers matched the in-store signage guests were seeing.
Appetite first, offer clear
The promotion worked within Twice Daily's established campaign system. The job was making one seasonal idea read clearly across four food categories and dozens of formats, keeping the food photography appetizing and the offer legible whether a guest saw it on a full menu board or a two-inch shelf talker.
100+ assets across 200+ locations
200+ locations. 100+ distinct assets across interior, exterior, digital, and in-app, plus supporting hardware.
VP of Operations, Marketing Director, Category Managers, IT, agency partners, food stylists and photographers, copywriters, print vendors and prepress, and field leadership including General and District Managers.
What else we've built
Each one different. Each one deliberate. A growing body of work across brand identity, digital experiences, and motion design.