“A cereal bar and café? What’s that?”
I helped launch this start-up from its inception. Starting with locations at Arizona State University in the cafeteria and on-campus kiosks, we expanded the business into multiple brick-and-mortar locations, franchises, and airport kiosks.
In addition to explaining that it’s like a Cold Stone Creamery but with cereal, I developed a brand voice and strategy, created advertising, web content, videos, promotions and events. I was involved with product development and naming, wrote menu board descriptions, coupons, direct mail, table tents, employee manuals, press kits, door clings, bathroom signage and everything else you could possibly think of. Plus lots of stuff you couldn’t possibly think of.