From inception to Instagram

Launching RifRaf Ricotta Cups

How do we bring the next big thing in snacking cheese to life? And then actually sell it?

This one still holds a special place in my heart. Being involved in every step of launching this first-of-its-kind snackable ricotta and unexpected flavor pairings was exhausting but rewarding.

The team at Madwell started with taste-testing, dipping our spoons into various prototypes until the recipes were perfect. Then, we took the first step towards sharing it with the world by giving it a name: RifRaf Ricotta Cups. We kept the magic going by developing brand guidelines and eventually launching it on shelves and on the internet with a simple website and light social media presence.

Job or charcuterie board

While on paper I was the copywriter for this project and account, my role flexed to fill the gaps in our small but mighty team. I padded my hard skillset and learned how to learn on the job, and that I love doing that.

In terms of the actual work, I did a little bit of everything from leading parts of the naming process to developing sales decks. I did a lot of social media strategy, creative direction and content creation, too—you’ll read more about the impact that had for the brand below.

All play, no pay

Our four flavors of RifRaf Ricotta Cups were in stores across the country before we knew it. The people wanted to see more, and we wanted to show them—so we picked up the pace on social media. I spent a lot of time in our in-house studio doing things you wouldn’t believe with cheese. Yes, all of the pics and gifs to the left feature my hands, face, back, etc.

Given free reign to make digital waves however we saw fit, Ana Meza and I developed a social strategy and went for it. We concepted, creative directed, produced, and coordinated content—and grew @rifraf_ricotta_cups organic channels by 30% in about six months. Without paid support.

Additionally, check out RifRaf in Dieline as one of "The 7 Best Brands From The 2019 Summer Fancy Food Show."