America’s Test Kitchen asked us to create a social media campaign to drive subscriptions. Our target, Gen F (for Foodie), had a limited subscription budget that we trying to grab a piece of. We realized we were not only competing against other food subscription services, like Blue Apron, but against general subscription services, like Harry’s Shave Club, Freshly, Winc, Datebox and Stitch Fix.

Creative Lead: Dawn McCarthy Designer: Carlos Aguirre Reyna/ Agency: The Story Room