COMPANY
Sweetgreen
OVERVIEW
Our Boldest Bite Yet was a limited-time menu campaign built around the Korean Steak BBQ Bowl, a co-created collaboration between Sweetgreen and COTE, the only Michelin-starred Korean steakhouse in the US. Blending COTE's steakhouse artistry with Sweetgreen's made-from-scratch ethos, the bowl paired grass-fed steak in a savory-sweet KBBQ glaze with fresh ingredients sourced from local farmers.
The goal: build the belief that Sweetgreen, in partnership with COTE, is a trusted source and destination for bold, vibrant flavors - all through authentic storytelling and a credible partnership true to Sweetgreen's clean-label identity.
MY ROLE
Sr. Creative Operations Manager
As creative operations manager on the campaign, I oversaw the photoshoot and the national campaign launch across a fully integrated 360 plan - coordinating production and partners to deliver the menu's debut consistently across every digital and print channel with consistent creative integrity at every touchpoint.
CAMPAIGN SCOPE
Photoshoot production
Video production
Campaign management
Design coordination
Partnership NDA + confidentiality agreements
Budget management
Co-branding equity
Cross-functional stakeholder coordination
Messaging hierarchy + design system
Design team reviews + approvals
National 360 launch rollout
CAMPAIGN ROLLOUT
HERO FILM / EDUCATIONAL EPISODICS:
CRAVE-FORWARD PHOTOGRAPHY:
INTEGRATED CAMPAIGN ROLLOUT:
The episodic series was built to earn credibility with customers, centering COTE's Simon Kim and Chef David to establish Sweetgreen as a trusted, authentic source for Korean flavor and the culture, technique, and story behind it
Two shoots [the product/ROT shoot and the NYC COTE shoot] fed a single, cohesive visual library across the entire campaign, supplying the key menu images, lifestyle imagery, and digital product shots that kept every channel looking unmistakably part of the same launch
The launch rolled out across every channel in lockstep - in-restaurant (menus, A-frames, sneeze guards), CRM (41-email program across an 8–9 week run), web/app, paid social and OOH, organic social, and an experiential event at COTE - a fully integrated 360 launch that brought the menu to life consistently at every touchpoint