Nourish Your Mind: Mental Health Awareness Campaign

Overview

Following tragic grocery store shootings, our CEO publicly committed to supporting mental health initiatives in our communities. The company needed a meaningful, scalable campaign that went beyond messaging and created measurable community impact. We also wanted to ensure mental health resources were easily accessable to our customers in need of help. With no framework in place, I built the initiative from the ground up. To achieve this, I developed and executed a three-phase omnichannel campaign across 50+ stores. Phase 1: Mental Health Awareness Phase 2: Launched an in-store mental health donation campaign Phase 3: Established a Nourish Your Mind Day (5/31) where we invited our mental health organization partners to our stores for handing out their information and presenting big checks for the donations. After the campaign was done, Fresh Encounter, Inc. won its first 2-time National Grocers Association (NGA) Awards for a single campaign: Traditional Media and Kellogg's Supermarket Superheroes. I led the strategic planning and execution. Design and social media assets were developed in collaboration with my all-star team members.