At the start of 2026 I led the campaign launch for Mills TOASTY, from insight and creative idea development to the finished campaign across multiple channels. I worked closely with our in-house team and our media agency throughout the process, from early workshops to launch and follow-up. I also developed the influencer strategy and creator briefs for the campaign. The goal was to reach a younger target audience in a way that felt relevant to them, and get them curious about testing and tasting this completely new product.