With the Foodstars campaign, we inspired millions of kids to live a healthy and balanced lifestyle through fun and relatable 'food characters'.

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Concepted, art directed, and wrote copy for Albert Heijn’s ‘Foodstars’ campaign.

 

-  Art directed the look and feel of all 64 characters, creating moodboards and visual direction. Worked with illustrators and designers to bring them to life. 

- Wrote copy for all characters, playing cards, Albert Heijn website, and backstories for 64 original ‘food’ characters. 

- Concepted, developed, and wrote copy for 48+ creative food and health challenges for the Albert Heijn Foodstars app.

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The campaign spanned across range of channels, from a digital app to physical playing cards. Concept was also translated to various TV commercials, printed retail posters, and ads.