Just Salad | First-Ever Brand Commercial (YouTube & CTV)
I led the creative development and end-to-end production of Just Salad's first commercial, taking the project from a blank page to a fully produced spot running across YouTube and Connected TV.
The concept started with a simple question: how do you get people to feel something about a salad? I built the creative around that tension, developing the idea, script, and visual direction in-house before bringing on an external production partner to execute. From there, I managed every moving piece: hiring and coordinating the Script Writer, Producer, Director of Photography, and crew, overseeing casting and location scouting, running the shoot days, and guiding post-production through final delivery. I also owned the budget from initial estimate through final reconciliation, making trade-offs along the way to keep the work at the bar we set without overspending.
Performance
The campaign delivered over 9.6 million impressions across YouTube and CTV, with YouTube hitting a 66% view-to-completion rate, 120% above benchmark. On the conversion side, the Demand Gen OLO tactic on YouTube drove 443 store visits and 151 online orders.
Market Impact
Emerging markets saw an average revenue lift of 2.97%, led by Non-NYC (+6.01%) and New Jersey (+2.39%). Sequential campaign flights compounded these results, ultimately driving an 11% increase in new users and a 15% increase in total sessions to the website.
Social Synergy
The commercial extended well beyond paid placements. Organic Instagram reach grew 18.19%, and TikTok post views jumped 359%, signaling strong pull-through of the creative across owned social.
