Most "viral" social comes with a budget behind it. Production. Paid media. A war chest. We didn't have one. No Frills, the largest grocery chain in Canada, needed to blow up its social media on the heels of a massive marketing push. The catch: zero dollars to spend on content. No shoot budget. No talent. No media buy. So we used the only thing we had. Creativity. The work that won Screenshot from the award-winning video featuring the author's eyes The standout was a video. A

Being a creative director means you don't really get to create. You direct. You manage. You present. You revise based on feedback from people who don't know what kerning is. You fight for the right font and lose half the time. You make things that serve a strategy, a client, a deadline, a legal requirement. A toucan with a chain feeling remorse Here in Canada, if you're designing food packaging, your layout has to accommodate a Nutrition Facts Table in a legally mandated form

Alright, let’s cut to the chase. If you’re in the consumer packaged goods (CPG) world, you know the market is a jungle. Everyone’s shouting, “Buy me! I’m the best!” But here’s the secret sauce: storytelling. Not just any story, but the kind that sticks, clicks, and sells. Ready to become a storytelling ninja? Let’s dive into the wild world of cpg brand storytelling techniques that actually work. Why CPG Brand Storytelling Techniques Matter You might be thinking, “It’s just so