South Chicago Packing
THE ROLES: Creative Direction
THE JOB: Once a B2B-only purveyor of the finest animal fats this side of Chi-town’s restaurant scene, South Chicago Packing found overnight DTC success when they started selling their tallow to the culinarily-curious during the pandemic. They came looking for a way to spread the good word of wagyu tallow and increase their sales to keep building their new consumer brand.
THE RESULT: My team established a new tagline, One Ingredient, Endless Possibilities, for South Chicago Packing’s 2025 omnichannel campaign. We also helped cement the brand’s aesthetic, and I directed a two-day photo and video production that yielded the brand’s very first CTV campaign, a website refresh, and suite of fresh content across organic and paid social. The campaign drove an 40% increase in South Chicago Packing’s DTC business,
