Did You Know?
Art Direction
Bringing GYG’s history to life—one story at a time, every day for 60 days.
Role:
Design Lead
Design Lead
Client:
Guzman y Gomez
Guzman y Gomez
Year:
2022
2022
Context
GYG had a new brand campaign locked and CEO-approved, built around fries as the hero ingredient — until a nationwide potato shortage forced it off the table weeks before launch. With the original concept dead, the brand needed a full replacement campaign, concepted and produced from scratch, in three months.
The result was Did You Know — a campaign built around surprising facts about GYG's food and ingredients, turning the disruption into a reason to tell the brand's story from new angles.
Challenge
Rebuild a national campaign from zero on a three-month runway, without losing quality or consistency across every touchpoint the original campaign was meant to cover.
Craft
As Design Lead, I led creative concepting and graphic design for the campaign, and managed a team of 4 designers plus a creative agency through execution under that compressed timeline.
I worked directly with the CMO and Creative Director to shape the campaign's visual direction — translating the "Did You Know" concept into a design system that could flex across in-store, social, and digital touchpoints. I coordinated with the National Marketing Manager, Photographer, Videographer, and the Social Media and Digital teams to keep design, content and channel execution aligned as the campaign moved fast across multiple workstreams simultaneously.
Outcome
Despite the compressed timeline and the scramble to rebuild the campaign from zero, Did You Know drove a significant lift in average weekly sales, with several restaurants breaking individual sales records during the campaign period.
Context
GYG had a new brand campaign locked and CEO-approved, built around fries as the hero ingredient — until a nationwide potato shortage forced it off the table weeks before launch. With the original concept dead, the brand needed a full replacement campaign, concepted and produced from scratch, in three months.
The result was Did You Know — a campaign built around surprising facts about GYG's food and ingredients, turning the disruption into a reason to tell the brand's story from new angles.
Challenge
Rebuild a national campaign from zero on a three-month runway, without losing quality or consistency across every touchpoint the original campaign was meant to cover.
Craft
As Design Lead, I led creative concepting and graphic design for the campaign, and managed a team of 4 designers plus a creative agency through execution under that compressed timeline.
I worked directly with the CMO and Creative Director to shape the campaign's visual direction — translating the "Did You Know" concept into a design system that could flex across in-store, social, and digital touchpoints. I coordinated with the National Marketing Manager, Photographer, Videographer, and the Social Media and Digital teams to keep design, content and channel execution aligned as the campaign moved fast across multiple workstreams simultaneously.
Outcome
Despite the compressed timeline and the scramble to rebuild the campaign from zero, Did You Know drove a significant lift in average weekly sales, with several restaurants breaking individual sales records during the campaign period.
