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Crafted in the USA Since 1868, The J.R. Watkins Co. creates gourmet spices and extracts, personal care and home care products with only the finest natural ingredients. Our challenge was to get all these products together under one big brand thought with a more modern flavor.

A key usage insight was that whether you were preparing

dinner with taco seasoning, applying lip balm, or cleaning the

kitchen with expertly crafted soaps, your hands were the literal

connection point between J.R. Watkins and consumers.

We conceptualized, created and executed the "Live Hands On" campaign. A multi-year integrated marketing campaign.

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Work created while working at Griffin Archer agency.

My Contributions: Copywriting | Brand Strategy | Digital Content and Community Management