Grab-and-go classics like potato salad and pasta salad have been staples in the deli for ages. So, when Sandridge Foods gave their Grandma’s Kitchen brand a new look, and prepared to launch new flavors, they asked Connections to create a campaign that could make their classics feel fresh and unexpected without losing what consumers already love about “Grandma.”

Because the campaign would apply to both consumers and retail buyers, Connections balanced the warmth and coziness of “Grandma” with modern-day relevance. For both audiences, the introductory message called out the new packaging while reinforcing the quality and consistency of the recipes. Following the initial launch, consumer messaging shifted to satisfy everyday need-states, positioning “Grandma” as an everyday solution with the comforting reminder that “Grandma’s Here.” With time and budget constraints, we leaned on existing product photography and used AI to create a range of “Grandmas” with modern, no-nonsense spirit. The hero headshot became a large-scale IDDBA booth backdrop, while other executions focused on a hand offering the product, supporting the idea that “Grandma” is here whenever you need her.