What Happened
In spring 2020, just a few weeks into the pandemic, Liza read the cultural moment with precision: people were desperate to make holidays feel special, but the old rituals were suddenly inaccessible. She designed a four-course holiday dinner program with two deliberate options: a dinner for 4–6 (for households sheltering together) and a dinner for 2 (for elderly parents who wanted to celebrate via FaceTime or Zoom with family).
The dual-format strategy wasn’t a footnote, it was the campaign. It acknowledged the reality of socially distanced life while refusing to let go of connection and ritual. Families could order the same menu and share a meal across screens.
Both options sold out to 50 families in 48 hours
What This Demonstrates
Real-time cultural trend identification and rapid campaign pivoting
Audience empathy translated directly into product design and messaging
Multi-SKU campaign strategy that met the audience where they were
Forward-thinking instinct for what an audience needs right now
The Data:
50 families served across Easter and Mother’s Day
Sold out in 48 hours
Zero paid advertising
Food can bring us together
