Role Design & Research Lead Agency Flywheel Digital
Credits
Copywriting
Data Deployment
Account Lead
Brand Partner: Krusteaz
Data Deployment
Account Lead
Brand Partner: Krusteaz
Client Info
Krusteaz is a nationally recognized baking mix brand on a mission to make everyday cooking joyful and accessible.
Project Summary
In 2024, Krusteaz launched a new refrigerated batter line across Walmart, Instacart, and Kroger. As part of a multi-agency collaboration, I led creative direction and execution for the Walmart PDP — including hero images, carousel, and enhanced A+ content — working closely with internal copy, data, and account teams.
Project Process
The core challenge: introducing a no-mess, ready-to-use batter to existing fans while convincing new shoppers it could deliver scratch-quality results.
I started with a sentiment analysis of brand social campaigns and consumer comments, combined with keyword and competitor research, to map out shopper pain points — storage concerns, quantity expectations, and skepticism about convenience products. The insights pointed to one clear direction: informative copy and authentic result photos.
From there, I restructured the carousel to lead with convenience and appetite appeal, addressing objections in order of search priority. A versatility and recipe shot was added end-carousel to spark the baker's creativity.
For the Walmart A+ enhanced content, I carried the same visual logic while incorporating Krusteaz's signature diagonal packaging design language — giving the page a sense of baking confidence and brand cohesion.
The project won the ENDCAPS 2024 Grocery Best-In-Class PDP Award on Walmart.
View the live PDP on Walmart: Chocolate Brownie Batter