PIP & NUT

ROLE: ART DIRECTOR / CREATIVE

In a category where “quality” has become table stakes, we made Pip & Nut about something bigger than the jar. By tapping into the cultural power of modern fandom, where brands are followed, worn, and shared like badges of identity, we invited people into the mass cult of Pip & Nut. The result was a brand people didn’t just buy, but believed in: driving a 7% lift in awareness, a 19% value share in London, and advertising that audiences actively loved.