A campaign that beat the system

Recipes for Nourishing Care was the very first conceptual project I ever worked on, and it completely flipped Sellcheck on its ass. I feel like a nerdy kid in a 90s sitcom who beat a supercomputer at chess. It was nominated for some Effies and Reggies and more importantly, it’s a firm reminder that computer programs will never understand the human condition as much as humans do.

How do you improve BPC sales at a Supermarket known for food made with high-quality ingredients?


Remind people that their personal products are also made with high-quality ingredients.

Creative team

CD: Jacqueline McCabe
ACD: Arm Theinpeng
AD: Esther Tang