Goodness Knows Seattle Activation

THE CHALLENGE: Launching Goodness Knows snack squares in Seattle meant winning over a market with a high bar for both taste and better-for-you choices.

THE IDEA: Built around the encouraging message Good for you!, the campaign celebrated small everyday moments of betterment. Seattle-specific creative gave the national brand a local voice rooted in the city’s culture and appetite for thoughtful choices.

MY ROLE: As Associate Creative Director, I shaped the campaign’s visual expression and local-market creative, bringing the platform to life across OOH, packaging and launch activation touchpoints.

THE IMPACT: The launch felt distinctly local without losing the strength of the national brand, and its flexible system was designed to travel as Goodness Knows expanded into new markets.

Goodness Knows · Seattle market campaign Role: Associate Creative Director · Agency: The Integer Group · Year: 2017

City-specific billboards turned everyday Seattle moments, like the morning latte and the daily commute, into a playful “Hey, good for you,” with the pack front and center to connect awareness to shelf.
Street-level posters brought the campaign closer to the sidewalk, inviting passersby to get to know goodness and pointing them to a Seattle-specific site.
Street-level posters brought the campaign closer to the sidewalk, inviting passersby to get to know goodness and pointing them to a Seattle-specific site.
Branded totes on bike-share bikes and at community events met Seattleites where they already make good choices: on two wheels, with the city as the backdrop.
Coasters in local breweries and cafés brought the brand into Seattle’s social scene with a wink, “Enjoying a local brew? Hey, good for you,” while the flip side spelled out the better-for-you benefits.
Claims-forward shopper panels and pack design made the benefits easy to read at shelf, from real fruit and whole nuts to 150 calories and zero guilt.
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