← SELECTED WORK

CASE STUDY / 01

CAMPAIGN / LAUNCH / GROWTH

Mush Overnight Oats.

Mush Overnight Oats.

Mush Overnight Oats.

Mush already had the product, the brand, and the shelf presence. The opportunity was turning that momentum into a paid acquisition engine that could introduce more people to the brand - and give them a reason to buy.

Mush already had the product, the brand, and the shelf presence. The opportunity was turning that momentum into a paid acquisition engine that could introduce more people to the brand - and give them a reason to buy.

ROLE: PAID MEDIA / GROWTH
CLIENT: MUSH OVERNIGHT OATS
SCOPE: STRATEGY, MEDIA, CREATIVE

Campaign concept featuring a model on an orange couch

01 / THE BRIEF

Make breakfast bigger.

Make breakfast bigger.

Make breakfast bigger.

MUSH was already building a following around a ridiculously simple idea: ready-to-eat overnight oats made with real ingredients.

The opportunity was bigger than driving another online sale. Paid media needed to support a growing retail footprint while continuing to scale DTC - connecting digital demand to wherever someone happened to buy their groceries.

So that became the strategy: grow the brand everywhere people could buy it.

7.0×

RETURN ON

AD SPEND

+127%

YoY GROWTH

DTC REVENUE

+209%

YoY GROWTH

TARGET & WHOLE FOODS

Don't sell the oats. Create the craving.

02 / THE BUILD

Behind-the-scenes studio campaign shoot

“The system only works if the work is worth repeating.”

“The system only works if the work is worth repeating.”

We treated every execution like a doorway into the same campaign—not a pile of assets. The result was a modular creative language that could flex from a 6-second spot to a landing page without losing the plot.

We treated every execution like a doorway into the same campaign—not a pile of assets. The result was a modular creative language that could flex from a 6-second spot to a landing page without losing the plot.

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