Good Culture’s mission to “rebuild the food system from the ground up” was a story most consumers hadn’t heard—and we knew sharing it could turn them into lifelong brand loyalists. Unlike other brands in the cottage cheese category, Good Culture’s dedication to sustainability and real ingredients set us apart. To bring this story to life, I art-directed the Good Makes Good campaign in collaboration with our creative agency partners, World Famous, crafting a docustyle narrative that celebrated the authenticity behind the brand. Through heartfelt visuals of real people making real cottage cheese, we showed how truly good food comes from care, connection, and clean ingredients—and how consumers can feel good about eating it too.

The campaign leveraged CTV, web, and social media, driving a 2% increase in brand awareness and making Good Culture the only cottage cheese brand to achieve a statistically significant awareness lift in a recent brand lift study. The result was a powerful, resonant campaign that reinforced Good Culture’s mission as a leader in sustainability and better-for-you food.