Generosa
Social media launch for Generosa, Liv Up's entry-level ready-meal line. There were three content waves, each testing a different hypothesis.
Context
Liv Up launched Generosa, a range of ready meals more affordable than its main line. The job was to build the launch communication: paid and organic content for Instagram (reels, feed and stories), site banners and email pieces.
I worked on creative direction and handled execution, picking up from a draft another designer had started. I was also on the meal shoot at FoodFilm studio.
The shoot
The meals had to look good before any layout got involved. I worked on set with the photographer on framing and composition, and credits to the food-styling team for how good the food looks.
The waves
Delivery came in three waves. Each one carried three KVs and tested a different variable of the communication.
Wave 1 Product setting
How much context the meal needs on screen, from the product alone to the table.
KV2 Wave 2 Brand endorsement and territory
How much leaning on the parent brand and on a cultural angle shifts how the line reads.
KV1 
KV3 Wave 3 Consumption occasion
Which eating occasion sells the line's value best.
KV2 In the feed
Beyond the KVs, the feed also carried standalone pieces, made for the account's day-to-day.
Production
There were more than 200 pieces in total, spread across the three waves and nine KVs, each KV in static and video versions, four content pillars (hook, value, convenience and taste) and three aspect ratios (square, vertical and horizontal).
The process was smooth. Almost everything was approved on the first pass and adjustments, when they came, were small. The client praised the project for delivery speed and for staying consistent across so many variants.
