Taco Takeover, Wahaca 2021

A partnership born out of a shared love of Mexican cuisine and healthy eating, Wahaca collaborated with Mindful Chef to bring four exclusive recipes to the menu. My role in this partnership has been instrumental from the start. Leading the creative team and creating a comprehensive style guide which gave direction to the implementation of high-level packaging design, print, editorial, website, email and paid social. I gave direction on the recipe photography and campaign photography and video which is used across all partnership touch points. The campaign was a success with a +39% increase in sales with an increased average customer spend. Press coverage had an outreach of 49m people.