— PROJECT NAME

small bites

— PROJECT TYPE

e-zine

Bella small bites e-zine was a proactive project, not client-briefed. My team and I ideated around potential ways to solve for the brand’s low awareness and we then presented concepts to the client. I had this idea kicking around for a while as a physical ‘zine. I was able to shape it into a more budget-friendly e-zine.

Bella small bites launched as an e-zine with a rich website, social media components, and emails that encourage mailing list subscriptions by featuring email-exclusive content. Both brand awareness and engagement in social increased by double-digit points.

I worked with our strategy team and oversaw a team of one art director and both internal and freelance copywriters to bring this project to life.

In the end, the brand's low (but rising) awareness did not produce the velocity required by Purina to keep Bella as an offering. The factory capacity was given to another brand and Bella was discontinued. I do still have a local copy of the website to share in addition to the images in the carousel above.