What the heck is what the hack?

As big food brands started to inch their way into the gluten free space, our client, Udi’s Gluten Free, decided it was time to launch a campaign to engage new and existing customers. Thus, the What the Hack? recipe contest was born.

To highlight the DIY nature of gluten free cooking, Udi’s challenged fans and followers to "hack" their way to the tastiest gluten free recipe. As the designer and art director, my task was to illustrate the concept of a recipe “hack” and create excitement around the campaign. The visuals needed to translate well on the contest microsite, social media and POS displays.  

For the campaign creative, we engaged a recipe developer, food stylist and photographer for a series of photoshoots of Udi’s original recipe hacks. To help the messaging stand out among the photography, the assets were designed to be simple, clean and bright — true to the Udi’s brand.

The Udi’s What the Hack campaign resulted in an 828 percent increase in Pinterest clicks and 22 percent increase in website traffic. In addition, sales of Udi’s products were up 29 percent following the program.