bbq rib sub + pizza lover’s + o’dandy shake

timeline: Nov - Jan 2025

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Role:
Lead Visual Designer

Scope:
Creative Direction • Food Photography & Art Direction • Campaign Systems • Motion Graphics • Kiosk Integration • Cross-Platform Execution

Overview:
Designed and executed two bi-monthly promotional campaigns across billboards, pump screens, in-store signage, kiosks, and digital displays, ensuring consistent brand messaging and visual hierarchy across all retail touchpoints.

Dandy Mini Marts, executes 5 promotions a year on a rotating schedule featuring new food items or discounted food. Dandy usually executes a promotional pizza deal that happens only on Wednesdays where all large pizzas are deeply discounted but also introducing a new food item that we called the BBQ rib sub. Dandy also would feature a specialty drink limited time offering that was a minty green milkshake called the O’Dandy Shake.

I took on multiple roles of choosing the creative direction by doing research, taking the photographs of the food item with a certain aesthetic, and then designing the entire campaign and keeping it consistent across multiple platforms through static, digital, and social platforms, and physical signage. Since the drink offering was only at a few locations (about 22 stores at this time), the only place that this drink was officially advertised was on the kiosk home screen.

The overall focus of this campaign were the following 3 highlights:

1. Have high-impact product visuals

2. Strong price hierarchy of the BBQ Rib sub

3. Immediate legibility at a distance

Full System Rollout

Our locations for where we were advertising the BBQ Rib sub for physical printed signage consisted of:

1. Billboards

2. 2-tier Indoor signage

3. By the road signs (mason ways)

4. Signs that go on top of our gas pumps (PA only)

Since the pilot of the K350 at one of our stores, I had to design for 2 different ordering ecosystems to be ready at the time of product launch within our stores.

This consisted of the k350 and the MX960 food ordering kiosks. The goal was to try to have almost the same type of UI flow between the 2 systems even though they are massively different. The plan was to have the BBQ rib sub as the sole focus on the display screen (when no one was using the kiosk) with the price point. Both order flows needed to have clear visibility of the limited-time offering, with the ability to modify the food product with limited options, and to make sure the customer could order the BBQ rib sub with ease and quickness.

Operational Guide System

Dandy employees at the start of every promo would obtain a guide on the new promotional items and any other deals that were running at the time of promotional launch. I was also in charge of making the guide since I had access to all the info and was implementing it into the kiosk systems. The reasoning for the guide was to highlight 3 different things:

Designed operational guides to ensure consistent food preparation across locations

Aligned promotional visuals with kitchen execution and recipe accuracy

Reduced ambiguity between ordering, preparation, and final output

Since Dandy had been running the same campaign for a few years of a new year discounted pizza on only Wednesdays, we had the campaign name, we just needed visuals for the advertisements. I was in charge of getting the visuals for the campaign.

At the time of the campaign, there were no daily updates on the MX960 kiosks unless we physically pressed a button on the kiosk's backend, so advertising on the MX960 was not the ideal place to promote the Wednesday pizza deal. I focused on scaling the campaign across different systems using predefined product parameters. I was able to expand more on the digital advertisements for the Pizza Lover’s Campaign.

Motion & Digital Execution

I created assets that could be used across different platforms that would showcase our promotional food items. We had similar displays across our social platforms, our 3 screen TVs located within our stores, and also our screens on our pump fueling stations.