About

Photography: Jussy Gilbert

COMPANY
Sweetgreen

OVERVIEW
The Ranchy Baddie Bowl was a limited-time menu collab co-created with Nic Vansteenberghe and Olandria Carthen - the breakout Love Island USA couple known together as "Nicolandria." The campaign was born directly out of fan demand and a desire to increase social engagement on Sweetgreen’s platforms. After Sweetgreen's viral fall campaign featuring Nic, fans flooded the internet asking "Where's Olandria?", and the brand answered with a co-created bowl.

MY ROLE
Sr. Creative Ops Manager + Production Lead

CAMPAIGN SCOPE
Photoshoot production
External production partner management
Talent liaising
NDA + confidentiality support
HMU & wardrobe coordination
ROS scheduling
Location scouting
Prop sourcing
Campaign management
Cross-functional stakeholder coordination
Custom hat gifting initiative

CAMPAIGN ROLLOUT

1. Photoshoot with talent

2. Q+A video content to feature on socials

3. Campaign asset development

4. National launch of LTO bowl in collaboration with Nicolandria

SOCIAL CONTENT PLAY

Featuring Nicolandria across our channels drove a massive spike in engagement, extending Sweetgreen's reach far beyond our typical audience. The campaign's hero post generated over 600K likes and 35K+ shares - engagement more than 100x our average organic post - turning Nicolandria Nation's fandom into outsized social reach for the brand throughout the LTO run

[SWEETGREEN TEAM]
Creative Director: Jillian Wheeler
Art Director: Micah Woods
Sr. Designer: Mira Thekdi
Social: Bari Rosenstein
Video Production: Jessica Bofshever

[EXTERNAL TEAM]
Food Styling: Susie Theodorou
Prop Styling: Hollywood Printing + Depict INC
Wardrobe: Katie Bofshever
Production: The Gold Horse Co
HMU: OPUS Beauty

Projects: ❶ Nicolandria Bowl ‘25 ❷ Flight Club Fridays ‘23 ❸ COTE KBBQ Menu ‘25 ❹ Spring Exhibit ‘23 ❺ SG Merch Launch ‘24 ❻ Flight Club Invitational ‘23 ❼ Flight Club Fridays ‘22