JIMMY DEAN

JIMMY DEAN - 16-Years of Creative Stewardship

Sixteen years as strategic creative lead for Jimmy Dean — from a $10M regional business to a $1.8B national category leader. I directed the brand's identity, campaigns, packaging, and product storytelling across every stage of that growth. When the brand needed its soul back, I reintroduced Jimmy Dean himself as spokesman and wrote the tagline “You're Gonna Love 'Em” — five words that captured the brand's warmth and conviction perfectly. When it was time to push into new territory, I launched beef jerky with “Meat the New Boss” — a platform with enough swagger to make a heritage brand feel completely fresh.

The creative stayed consistent. The ideas kept getting bolder. The brand kept winning.