Trashy Chips Brand Awareness
Campaign
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The ask:
Trashy Chips, formerly known as Pulp Pantry, needed a brand awareness campaign following its rebrand.
The goal was to define a clear target audience and create messaging that could stand out in a crowded market of “healthy” snacks, while staying true to the brand’s bold and unconventional identity.
My role
Producer
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Led creative production of campaign deliverables
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Developed campaign messaging and audience strategy
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Wrote and produced the ad spot ("She’s So Trashy")
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The Process
We identified 25–30-year-old women in California as the strongest target audience for Trashy Chips, an audience willing to pay more for products that align with their values and aesthetics.
Trashy stands out to this segment because, unlike brands that make vague sustainability claims, it takes real action to combat the climate crisis. To reach this audience, the campaign needed messaging that could cut through skepticism and build a sense of community around the brand. As the producer, I led the creation of the campaign’s creative deliverables and helped translate strategy into bold, visually-driven concepts.
My biggest contribution was the ad spot, "She’s So Trashy," which I wrote based on the insight that many young women in urban areas are struggling to find connection and community.
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The Results
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Developed a distinct campaign concept aligned with Trashy Chips’ rebrand
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Defined a clear target audience and messaging strategy
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Produced a narrative-driven ad spot
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Positioned the brand around values of sustainability, individuality and cultural awareness
This campaign reframed what it means to be “trashy,” turning it into a point of pride rooted in values and identity.
