Copywriter, Social Content Creative Director, Content Strategist and Editorial Planner working with your favorite snack brands.

I am a creative connector, translating brand strategies into engaging earned and paid content for social, TV, audio, performance media and commerce platforms. I specialize in storytelling, creating audience connections and finding a brand’s voice. I have a gift for sifting through the day’s internet culture and curating opportunities and learnings for every brand I touch.

General Mills has been my home for +10 years. During this time, I have worked on the following brands:

Cereal- Lucky Charms, Cinnamon Toast Crunch
Dairy- Yoplait, Oui by Yoplait, Go-GURT, Liberté, Ratio, Mountain High Yoghurt
Baking- Betty Crocker
Snacks- Nature Valley, LÄRABAR, EPIC, Fiber One, Cereal Bars, Mott’s Soft Baked Bars
Portfolio- Qué Rica Vida

See RESUME for all the tasty details.

LÄRABAR Audio

LÄRABAR Audio

I jumped at the opportunity to include LÄRABAR founder, Lara Merriken, in a more prominent consumer-facing role to tell our brand story and introduce a new product- LÄRABAR Trail Mix Bars. To do this, I wrote a series of scripts and partnered with Martin Williams/The Mint for production and creative direction assistance. The result allowed consumers to connect with Lara while listening to their favorite podcasts.

Copywriter- Ada Walton, General Mills
Creative Direction- Tess Nyberg, Martin Willams/The Mint
Producer- Tammy Auel, Emma Erdman, Martin Williams/The Mint
Audio Production- The Post Haus
Visual Creative- Martin Williams/The Mint
General Mills Producer- Mike Churchill

 


Fiber One
Fall Off Forgiveness

Copywriter- Ada Walton, General Mills
Campaign & Additional Video- Edelman
Art Direction & Direction- JerkStore
General Mills Producer- Mike Churchill

The Stats-
Fall Off Forgiveness exceeded PR KPI goals for impressions and placements by 225% and 40% for social media.
10.4% AVG ER Instagram

650.4MM Earned Impressions 

232,358 Sweepstakes Site Visits

116,693 Sweepstakes Entries 


Go ahead, eat the brownie.

If you give a writer a brownie, she’ll turn that brownie into video gold and cast an award winning icon in the lead role.

 I wrote an evergreen :15 polv video that set the tone for the Fiber One Fall Off Forgiveness Campaign and surrounding communication. I orchestrated a fully integrated plan including paid and owned social posts, sweepstakes and themed surprise & delight boxes. During this time, Fiber One owned social averaged a 10.4% Engagement Rate - A HUGE highlight of our year. The Fall Off Forgiveness Sweepstakes surpassed anticipated PR KPI goals for impressions and placements by 225% and 40% for social.

Nature Valley
ReTok

Production- Content+
Media- Mindshare

The Stats-

0.4% Sales Lift
TikTok on Platform Impressions with scaled exposure: 20.25B

Impressions off-platform 270MM

Paid Impressions: 256MM

Earned Impressions: 20B
Earned Media Extended Impressions: 251.7 MM

Peacock Impressions 6.8MM

Radio Host Reads: 7MM

Amazon Audio: 100k


Do Good. Get The Goods.
Nature Valley ReTok.

When you do good, you get the goods. And that’s exactly how I approached my role in Nature Valley ReTok, the first reward-based campaign on TikTok. We encouraged our audience to Reduce, Reuse and Recycle to unlock  three corresponding prize drops during Earth Month. This campaign received 20B earned impressions, 256MM paid impressions, significant brand lift perception, .4% sales lift and an internal global award. I led creative direction, curated influencers and their content, wrote copy and oversaw real time engagement during the program resulting in AdAge recognition as part of their article, “20 Brands Getting Gen Z Attention Right Now.”

LÄRABAR
20th Anniversary

Real Ingredients. Real Impact.

Concept, Social Copy and Packaging- Ada Walton
Production- The Mint
Art Direction- The Mint
Immersive Site Experience- Houdini
Social Design- The Mint
Storytelling and Copy- Molly Thomson, Tess Nyberg, The Mint
General Mills Production- Mike Churchill

For LÄRABAR’s 20th Anniversary, I spearheaded an immersive experience bringing consumers into a regenerative almond orchard through a QR code on pack and worked with two incredible agencies, The Mint (BBDO) and Houdini Interactive to bring a complex sustainability story to life through a docu-style video, social and more.

This project required me to flex a strategic vision, a strong creative background in documentary storytelling, copywriting, art direction, multiple agency and internal partner management, project management, detailed feedback writing and leadership skills. I’m so proud of this work and the work to come in this space. 


This effort increased owned social engagement by 30%. Total site visits, QR code traffic and sales lift data will be available come April 2024.

EPIC
Eat EPIC. Live EPIC. Be EPIC.

Copywriter- Ada Walton
Design- The Mint
Website- The Stable
DTC- Juicy Orange
Media Strategy- Ovative
Brand Experience- Alexandra Rauch
EPIC Brand DTC Strategy- Cory Robertson

EPIC Provisions is a brand that embodies the Eat EPIC. Live EPIC. Be EPIC. ethos. In 2022, the brand reinvigorated their DTC store through funding for a media plan and a full funnel creative content strategy. Enabling this work, has given the brand a 59% sales growth with the addition of performance assets and 14.6% sales growth through owned & operated comms like on-going social, newsletter and blog posts. My role in strategy and copywriting can be seen everywhere you see EPIC.

Kid Grain/Cereal Bars
Box Tops Quiz

Copywriter- Ada Walton
Design- The Mint

The Stats-

98% view rate
80% engagement rate
93% completion rate
86% leads rate
8,330 participants

Cereal Bars partnered with the Box Tops for Education app to leverage first-party data and drive trial through an interactive quiz and Free Bar offer. A targeted email included an invitation to take the quiz in the Box Tops app using an interactive tool that let users find out if they were Team Lucky Charms or Team Cinnamon Toast Crunch. My role within this project was to create the key visuals with the help of a designer, write copy and the quiz question map. We contacted 12,172 consumers by email resulting in a 93% quiz completion rate and a 68% sample delivery rate.

Betty Crocker
BettyLab

Welcome to the BettyLab

Copywriter- Ada Walton, General Mills
BettyLab Production, Art Direction and Director- 3Volts
Social Design and Editorial Surround- VMLY&R

Welcome to the BettyLab, a STEM-inspired food series to encourage kids to experiment in the kitchen aka, the first laboratory. This multi-part series and partnership with Mattel included video, influencer partnership with Christina Milian, Barbie, a Walmart exclusive science kit and social surround.

I am so proud to have created and written this series, partner with Mattel to bring Barbie into Betty’s world and have a kick ass production partner in 3volts to see this project come to life in a visual way I never could’ve imagined.

Yoplait
Day One, Mom On and Lids to Feed America

Copywriter- Ada Walton, General Mills
Executive Producer- Cheryl Broussard, BellShop/General Mills
Director- Mike Nelesen, Drive Thru
Executive Producer- Beth Wilson
Artist Representative- Heather McCollum
Creative Director- Allison Brink
Line Producer- Krista Manske

Mom On- 72andSunny
PR- Fast Horse
Social Design- Andi Fink, Joe Aliotto

First Day of School? Nailed it!

I wrote the first TV spot to include both Yoplait and Go-GURT, “Day One” during the Back to School season receiving an ROI increase of 100% from the previous year’s campaign.

I also led celebrity brand partnership creative for campaigns like It’s Yoplait Time and Mom On. The Friends of Yoplait network to created a way to highlight partnerships, product news and more. This network included brand partners like Nintendo and The Girl Scouts of the USA, celebrity influencer campaigns with Jennifer Lopez, Bobby Berk and the cast of Bad Mom’s Christmas, as well as a team of dedicated mid-tier influencers.

Oui by Yoplait
Say Oui

Copywriter-Ada Walton, General Mills
Print Design- EP&Co
PR & Influencer- Maggie, LaMaack, Fast Horse
Gif/Social Design- Andi Fink and Joe Aliotto
Audio Production- Pandora

I developed the Oui by Yoplait social strategy, Oui Heritage Collection concepts of French Country, French Modern and French Chic. I also perfected brand voice and identity cues from how to style a spoon of yogurt for a print ad, to the first audio ads the brand created to the sayings on the back of every lid. The Oui by Yoplait launch strategy included a robust GIPHY presence and all of the beautiful lifestyle content that takes you to the French countryside- minus the jetlag.

Say Oui - Audio Ad 1

Say Oui- Audio Ad 2

Say Oui- Audio Ad 3

Say Oui- Audio Ad 4

Snacks
360 Modular Asset Library

Art Director- Alex Dubrovsky, Martin Williams/The Mint
Producer-Erika Schumacher
General Mills Producer- Mike Churchill
Production- Howdy Gang, K2 Studios
Photographer- Ryan Dyer
Motion Capture- Steve Spears
Client Director- Shannon Stanton, Martin Williams/The Mint

As performance and commerce best practices evolve and the need for modular content grows, it was critical for the bar brands to set all teams up for success. Partnering with The Mint (BBDO), I developed the concept behind a comprehensive three-day production to highlight the taste appeal of Nature Valley, Fiber One, key ingredients, and hero snack hacks through static photography and 360 video that could be used as individual elements to create new assets.



This library sets the tone for our performance assets with fully customizable asset options depending on the product, placement and legal guidelines. They are now available for the entire company to use as they develop work that needs a beautiful chocolate drizzle, a tasty spread of peanut butter or a perfect tumble of blueberries.