Pebbles Cereal
Campaign strategy, concept development, and social-first creative for the Kids at Heart national campaign.
Role Executive Creative Director + Campaign Strategist
Client Post Consumer Brands / Fruity Pebbles
Timeline 1 month, concept to launch
The Challenge
For the first time in the brand's history, Pebbles set out to win over Gen Z, a generation that had grown up with the brand on Saturday morning TV but didn't see it as part of their world anymore. The goal was to modernize brand perception through social-first creative that could live and perform natively on fast-moving digital platforms, without losing the playful spirit the brand was built on.
The catch: concept to launch in one month.
The Idea
The campaign rallied around a single theme: "Less Blah. More Yabba Dabba Doo™."
I led the creative ideation process around the insight that Gen Z is drowning in "blah", the repetitive, mundane micro-moments that fill everyday life. Each concept leaned into one of those relatable moments of boredom, then detonated it with a burst of Pebbles energy. The visual contrast wasn't just a stylistic choice, it was the mechanic that made the content scroll-stopping.
21M views on YouTube
How We Worked
This campaign was built through an integrated agency model. Working alongside an ad agency handling CTV content, a PR agency managing the LeBron x Nike partnership activation, and a media buying agency overseeing placements and reporting, I served as the primary creative lead responsible for all organic and paid assets, content that needed to serve each partner's distinct goals while maintaining a single, cohesive campaign voice.
Managing four agencies with different deliverables, on a one-month timeline, required tight coordination. The integrated team held weekly syncs to track progress and keep creative direction aligned across every touchpoint.
Content Production
To support the campaign rollout, I built a flexible content library designed to scale across digital touchpoints. Every concept was captured in multiple formats ensuring the creative could flex across placements without losing its punch.
The campaign ran across Meta, TikTok, YouTube, Twitch, Spotify, and Snapchat, with short-form video and static assets tailored to each platform's native behavior. The YouTube spot captured 21M views. The TikTok content drove 8.3M impressions. Every format was built to feel like it belonged, not like an ad dropped into a feed.
8.3M impressions on TikTok
Impact
130M+ impressions. 21M+ viewers reached. 195K+ link clicks.
In one month, the campaign successfully introduced Pebbles to a new generation, proving that a legacy brand could show up in Gen Z's world without feeling like it was trying too hard. The results spoke for themselves: following the initial launch, I was retained to continue developing assets and roll out an organic content strategy to extend the campaign's momentum beyond paid media.