Wickles

For this project, I developed a campaign concept for Wickles, an Alabama based pickle brand celebrated for its spicy pickles and 70 year old family recipe. Despite praise from celebrity chefs and recognition as an Alabama food favorite, the challenge was to help Wickles stand out in a $3.1 billion pickle market and earn a spot in consumers’ carts. The campaign targeted young adults who crave bold, cheeky flavors, the kind of people who want their pickles salty, spicy, and a little naughty. To highlight Wickles’ audacious personality, I positioned the brand as more than just a condiment, it’s a flavor upgrade that transforms ordinary meals into unforgettable bites. Using clever, eye-catching design and techniques like hyperbole, paradox, simile, and monologue, the campaign brought the idea of being “Wickedly Delicious” to life, emphasizing Wickles’ signature heat, playful spirit, and versatility as the ingredient that turns any dish into a celebration.