Jimmy Dean - Campaign

“Fuel Your Hustle” with Jimmy Dean

Through my upper level journalism course “Management of Strategic Communications”, my team and I worked on a semester-long integrated campaign for the course’s semester client, Jimmy Dean. While I definitely learned more about sausage and egg sandwiches than I ever expected, the experience pushed me creatively, strategically, and professionally in all the best ways!

From conducting qualitative research and in-depth interviews to performing insight development and brand positioning, messaging, and a final campaign execution. This project challenged me to think like a strategist, not just a student. Our work required balancing Jimmy Dean’s established brand voice with fresh, relevant ideas that could resonate with busy, modern consumers between the ages of 18-34, thus the "Jimmy Dean Hearty Hustler" audience profile was born!