MeWe: THE CHALLENGE

Turn Plumpy’Nut, a therapeutic food that saves malnourished kids overseas, into a kid-friendly snack for U.S. families. The ask wasn’t just flavor, it was function. Each pack had to do double duty: help parents safely introduce peanut allergens early and fuel Edesia’s fight against global childhood hunger.

Role: Creative Strategy Director (Marketing)

THE APPROACH

The trap would have been treating it like another peanut butter. But parents didn’t need another spread, they needed a tool at a critical developmental milestone. Single-serve squeeze packs reframed peanut butter as an easy, safe, stress-free way to introduce allergens.

BRAND

We built a brand that carried the dual mission in everything it touched: product, site, packaging, and name. “Good for Me. Good for We.” became the shorthand for balancing personal health with global impact.

SITE DESIGN

Parents only give you seconds. We designed a split narrative that worked in parallel: immediate health benefits for my child upfront, with the larger humanitarian mission running alongside it. Neither story overshadowed the other. Both built trust.

CREATIVE MARKETING

Parents mark six months as a milestone, and that’s the precise window for allergen intro. We turned that into a moment worth celebrating by sending playful “Happy 6 Months” cards and free samples straight to pediatricians. The strategy gave us two wins: credibility through medical endorsement and delight for parents and kids at the exact time they needed it.

RETAIL FOLLOWED

Retailers don’t add products, they test them, and they swap them. To earn space, we had to prove two things at once: that parents would immediately understand this new category through our merchandising, and that it would elevate retailer credibility with a story about ending child hunger. Landing Wegmans, Stop & Shop, and Dave’s Market proved the model—and signaled bigger retailers could follow.

BIG STEP IN THE RIGHT DIRECTION

We targeted Chobani’s Incubator not just for funding, but because its brand DNA was rooted in food with purpose. MeWe’s dual mission fit seamlessly, and the selection validated the strategy.

THE RESULT

MeWe didn’t just gain traction, it got acquired. Chobani relaunched it as “Chobani Ends Child Hunger.”

(Full disclosure: the mission lived on, but I’ll die on the hill that our branding was stronger.)