Brand Strategy
As Director of Brand I led WeCook’s partnership with Montreal institution Schwartz’s Deli to create two limited-time meals inspired by their world-famous smoked meat. To launch the collaboration, we staged a one-day-only Toronto pop-up — bringing the legendary taste of Montreal across city lines for the first time. The event drew over 500 attendees, sparked massive buzz with 7.75M+ earned impressions across media and social, and drove a meaningful sales lift with more than 19,000 collaborative meals sold in just two weeks.
