Some projects are inspiring even before the idea even comes along. For Miss Vickie’s, it all began with the story of founder Vickie Kerr herself--who couldn’t find a chip good enough for her family, and so began making her own. As Miss Vickie’s grew, this small brand had the challenge of competing with the regional niche and private label brands sandwich operators were gravitating towards. When we were approached about supporting a brand relaunch, we knew we had to share the roots of Miss Vickie’s.

Crafting the story to resonate with our target, we built on our dedication of—and the appreciation for—serving food made with love. Our campaign video highlighted Miss Vickie’s humble beginnings on the family farm, featuring farm-fresh ingredients and pride in hard work—something restaurant operators know a lot about. The Miss Vickie’s landing page, merchandising and sales support pieces, further brought the story to life with farm-life imagery, messages of small-batch craft appeal and a unified message that resulted in sales growth and National Account adoption.