Advertising Campaign:

Secret Aardvark Hot Sauce

As part of my university advertising course, I developed an integrated marketing communications (IMC) for Secret Aardvark, a unique hot sauce brand known for its bold flavor and quirky personality. The goal was to boost brand awareness among younger audiences, specifically targeting Gen Z consumers, through an integrated ad strategy.

Project Highlights:

• Conducted market and competitor research to define positioning

• Developed a big idea slogan: “Flavor That Doesn’t Follow The Rules”

• Designed digital and print ad mockups with cohesive messaging and visuals

• Outlined media placements for social media, digital banners, and guerrilla marketing

• Focused on storytelling, community-building, and user-generated content to create engagement

• Created a content calendar and sample creative brief to guide campaign execution

• This project demonstrated my ability to blend creative thinking with strategic planning, crafting ads that not only catch attention but also align with brand identity and marketing goals.