Primo needed to resonate with parents, encouraging them to ‘Power Up’ their children’s lunchboxes. My role was to craft engaging social content that would stand out during the crowded back-to-school season. I developed a range of creative executions for various Primo campaigns, each tailored to resonate with parents and motivate them to pack these snacks into their kids' lunchboxes. Despite a challenging economic landscape, the campaign successfully achieved its media objectives, delivering high reach and a low CPM.