/ Art Director
Suzy An
Amy's Kitchen
Grand Rapids Campaign
LAST DEFENDERS
OF REAL
Background
Amy’s Kitchen has been keeping it real since day one, sourcing organic ingredients from real farms to make food people can actually trust. But in a frozen aisle crowded with artificial claims and processed shortcuts, the brand needed a voice that stood up for authenticity. To prove that cultural relevance could drive real trust, we launched a five-week test campaign in the Grand Rapids market, using it as a live lab to validate our belief that honesty and human connection outperform traditional category cues.
Approach
As Art Director, I helped shape “The Last Defenders of Real” a bold platform that positioned Amy’s as the honest alternative in a sea of artificial. I led the visual direction and storytelling tone, grounding the campaign in modern culture while staying true to Amy’s warmth and integrity.
01
Developed 15 concept territories exploring different tones of “real,” from rebellious to heartfelt landing on two concepts for consumer testing.
02
Partnered with strategy and research to test which territories resonated most with younger audiences (18–25).
03
Consolidated performance learnings and creative feedback to refine the brand voice and visual language.
04
Led the creative refinement for the full brand relaunch, balancing cultural relevance and care to reflect both founder values and customer sentiment.
Results
83
Total units including:
58 outdoor units, and 25 wild postings
132%
Direct & organic traffic YoY increase
46.2M
Total impressions over 5 a week period
121%
Lift in YoY big box grocery attributed to market test
