The challenge:
CAVA was at an inflection point — a fast-growing brand with a passionate following and a bold Mediterranean story to tell, in the midst of a major growth chapter, including its $300M acquisition of Zoë's Kitchen. The challenge was creating content that felt true to CAVA's voice and brand identity across a rapidly expanding footprint of channels, locations, and audiences.
My role
As the in-house content strategist, I worked across the full creative spectrum — from developing campaign narratives and writing scripts, to creative direction, food styling, and email segmentation. My job was to make sure the brand story scaled without losing its soul.
I brought a data-driven lens to creative work, collaborating cross-functionally with product, data, and engineering teams to enable A/B testing and strategic segmentation across email, app, and web — ensuring content wasn't just beautiful, but purposeful.
The work
Here are a few campaigns that capture the range of what we built together.
Cook with Fire Campaign
I helped develop the "Cook with Fire" campaign's narrative, including a video that introduced the story behind one of the brand's fan-favorite dips, Crazy Feta. I wrote the script and collaborated with CAVA's videographer to interview, shoot, and produce the video.
As part of the same campaign, I helped the campaign show up in other touchpoints, including email, social, OOH, in-store signage, and more.
Restaurant signage
Email campaign
OOH ads in the DC Metro
New Year Campaign
Forget New Year resolutions. This New Year, it's all about options and flavor.
Fall Campaign
This campaign highlighted CAVA's flavor-filled oven-roasted fall vegetables.
Kid's Meal Campaign
To raise awareness of CAVA's kid's meal option, I collaborated with CAVA's in-house designers to create a fun, animated email. The email was featured on reallygoodemails.com.
In addition to taking part in creating the concept for this email and writing its copy, I also managed email segmentation, targeting, and tracking the campaign performance.
