ON THE STREETS
WITH LOCAL EATS
gumbo edition
The year was 2020… need I go on?
I started working with Waitr (HQ: Lake Charles) / Bite Squad (HQ: Minneapolis) as the Digital Marketing Manager in April. I was quickly learning to navigate the restaurant delivery business amid a global pandemic.
In May, I was navigating the industry in a pandemic, plus riots and subsequent restaurant and street shutdowns in Minneapolis in response to the killing of George Floyd.
By September, we were reeling from the aftermath of Hurricane Laura in Lake Charles. The team was deflated. Our customers were exhausted. I got to talking with two coworkers about food. How important it is to the culture in Louisiana. How it brings people together. How “Gumbo Weather” was just around the corner.
I was immediately intrigued by this tradition, as it’s both familiar to me as a Minnesotan, but completely foreign - gumbo?! The dots started connecting (you’ll have to watch to see the final concept) and within a few short weeks, we’d assembled a team, a budget, and a pitch. Campaign? Approved.
DISTRIBUTION:
YouTube, Facebook, TikTok, Instagram, E-Mail Marketing, On-Site/Blog
CAMPAIGN ROLE:
Concept, Coordination, Creative & Marketing Direction, Marketing Execution, Design