Objective
We created the brand’s first Black History Month organic social campaign by showcasing and championing lesser-known African Americans who created culinary dishes that are now staples of American cuisine.
We activated on social media with a minimal budget but kept the Fridays audience engaged throughout the month of February.
Strategy & Execution
Black bartenders across the country created countless signature cocktails and, in the process, invented modern mixology. Telling the lost stories of the African Americans who were first ones to create the coveted “cocktail” was a great opportunity to credit the individuals whose contributions were either lost or forgotten.
I lead our research and strategy to find trailblazers in food history that contributed to the American food experience through innovation in food preparation, transport and cocktails, as well as franchise management and ownership.
results
The Fridays social team deemed the campaign a success and uses it as a model for key cultural moments in the future.
awards
FROM THE 7TH ANNUAL SHORTY IMPACT AWARDSBEHIND THE DISH
Audience Honor in CAMPAIGN BY A BLACK-OWNED BUSINESS
Entered in ARTS & CULTURE, RESTAURANTS
