The ROAD TO ENLIGHTENMENT

Making healthy choices is hard to do alone. It’s much easier when you’re doing it with others. And any time a group decides to pursue healthy living together, things quickly tend to get... cult-ish. Since BJ’s is so passionate about healthy eating, we started our own cult to spread the word of the EnLIGHTened Menu. But ours was a lot more low-key and chill. Because we believe you should be able to find meaning and pleasure in sharing activities with others without all that effort.

*This campaign went to market, but I liked the version we pitched better, so the below is a mixture of live content and early-stage concept posts.

My role: Creative Lead/ Senior Copywriter

Team Credits:

Mike Boyce (ACD), Anna Schultz (Designer)

To spread the good word about the chill new cult we started, we kicked things off with a recruitment video.

Now it was time to use Gale’s wise-ish sayings to recruit more followers on social.

Enlightened musings

Now that we’d whet everyone’s appetite for EnLIGHTenment, we sent them to our website to join the cult and start earning those sweet sweet EnLIGHTened Ones rewards points.

When healthy living is this easy, those other cults don’t stand a chance. So we set out to steal their followers with targeted social ads.

And here’s an add-on component that would’ve been really fun.