BRETT ZERR

Blue Diamond set out to turn America’s favorite snacking moment into a brand moment. Building on the previous year’s success, our team created a 360° shopper campaign to strengthen the brand’s game-day connection and introduce its new “Joyful Explorer” positioning.

 

I led creative across print, digital, and in-store, bringing football energy to life through bold visuals, flavor cues, and the brand’s signature diamond identity. A national sweepstakes and tiered rebate

drove participation and purchase. The result: a dynamic, high-impact campaign that cut through

a crowded snacking season — boosting sales and engagement while reinforcing Blue Diamond as

the snack that satisfies both hunger and curiosity.