Insight: Consumers increasingly seek hands‑on, craftable experiences that connect product use to personal creativity and home care rituals.
Objective: Drive brand affinity and trial by transforming passive ad touchpoints into participatory moments that reinforce Mrs. Meyers’ homemaking ethos.
Strategy: Reposition print as an activation channel, turning ads into usable, inspirational tools that invite consumers to engage physically with the brand and bring Mrs. Meyers into their daily routines.
Execution: Concepted and designed interactive print units that function as make‑with‑me templates and DIY guides, featuring recipe cards, seed‑planting inserts, and craftable patterns tied to product benefits, distributed in targeted print placements and QR‑enabled to extend digital content, encouraging UGC and repeat engagement.