National Campaigns
A look at some of the campaigns I’ve helped bring to life — from national value pushes to targeted digital, BVOD and in-store launches. These are the projects where strategy, creativity and a bit of hustle came together.
$13.90 Schnitzel & Chips – OOH Campaign
How it Started
This was one of my favourite value campaigns to work on. We wanted to drive foot traffic nationally with an offer that felt simple, craveable and strong against competitors.
My role
I worked closely with QMS, JCDecaux, OOH Media and Civic Outdoor to secure placements near key high-volume restaurants, making sure billboards aligned with trade areas and customer movement.
To support the OOH work, I partnered with SCA/Austereo to develop radio scripts and lock in a media buy that balanced cost efficiency with reach. I also briefed our content team, managed asset rollout and collaborated with digital teams to match the messaging across social and paid channels.
+11% Increase in Foot Traffic
Targeted OOH placements near key restaurants helped drive a clear spike in visits during the campaign window.
+12% Uplift in Sales
Of the Schnitzel & Chips plate - well above expectation, becoming one of the top-selling meal promos of the quarter.
Targeted BVOD for Value Platforms
How it Started
As Carl’s Jr. continued expanding, many markets weren’t at the scale for traditional TV or radio. Broadcast Video on Demand (BVOD) became our most cost-effective way to reach guests within a tight radius around our restaurants.
My role
I worked with our media agency to develop targeted BVOD campaigns that hit audiences within 3–5km of our restaurants — the exact areas where most of our transactions come from. We used BVOD to support aggressive value campaigns like More Bang Less Buck and Snack-a-tak offers.
I paired this with local billboard placements in a few key markets for a “surround sound” effect: digital + OOH working together.
38% Lower CPM vs. Radio & TV
BVOD delivered significantly better cost efficiency compared to traditional broadcast channels.
+12% Growth in Transactions
BVOD targeting lifted transactions in late 2024, especially within the core 3–5km radius.
Hyper-Targeted Paid DIGITAL ADS
How it Started
In 2025, I worked with Fuse Agency to understand which restaurants skewed toward tradies and which skewed toward families — and how we could tailor our creative and audience targeting accordingly.
My role
Together we analysed Meta and Google performance metrics alongside real sales data to map out which areas responded to each product. I then briefed our design agency Perry Callan to optimise creative tailored assets to each local audience type.
These digital ads were managed in the following ways:
geo-targeted ads within specific suburbs
interest-based targeting for tradies, families and value-seeking audiences
constant optimisation based on CPC, reach and store-level sales
This approach helped us deliver ads that felt relevant rather than broad or generic.
CPC ↓22% vs. benchmark
Our audience segmentation and creative relevance significantly reduced cost-per-click, outperforming standard QSR benchmarks.
+11% in Attributed Sales
Digital performance directly linked to in-restaurant sales uplift, showing clear alignment between ad performance and real commercial outcomes.
Photo Shoots
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Photo Shoots *
I planned and delivered multiple brand shoots across static, digital and video formats — supporting national campaigns, new product launches and seasonal brand storytelling.
Agencies I have collaborated with:
Carl's Jr. - New Summer Spritzer 2025 (Brooklyn Management & Andersen Studios)
Carl's Jr. - Hot Habanero Chicken Tender Burger 2025 (Brooklyn Management & Andersen Studios)
Schnitz - $13.90 Schnitzel & Chips Value Campaign (Brooklyn Management )
Carl's Jr. - July 2025 Brand Campaign (Brooklyn Management & Andersen Studios)
Carl's Jr. - Tradies Deal with Monster Energy (Brooklyn Management & Andersen Studios)
Schnitz - Spring 2023 Brand Campaign
Schnitz - $13.90 Schnitzel & Chips Value Campaign
Carl's Jr. - Snack-a-tak Deal 2025 (Brooklyn Management & Andersen Studios)
Carl's Jr. - Loaded Fries Product Testing 2025 (Brooklyn Management & Andersen Studios)
Schnitz - Loaded Chips Product Launch 2023
Carl's Jr. - More Bang Less Buck Summer 2025 (Brooklyn Management & Andersen Studios)
Carl's Jr. - More Bang, Less Buck: New Ranch Cheeseburger 2025 (Brooklyn Management & Andersen Studios)
Carl's Jr. - Hawaiian Range: Chargrilled Beef & Hand-breaded Chicken 2025 (Andersen Studios)
Carl's Jr. - Summer Spritzer 2025 (Brooklyn Management & Andersen Studios)
Carl's Jr. - Summer 2025 Brand Campaign (Brooklyn Management & Andersen Studios)
Carl's Jr. - More Bang, Less Buck: 2 Cheeseburger for $5 2024 (Andersen Studios)
Carl's Jr. - Winter 2024 Brand Campaign
Schnitz - Spring 2023 Brand Campaign (Brooklyn Management)
Schnitz - Spring 2023 Brand Campaign (Brooklyn Management)
Carl's Jr. - Winter 2024 Brand Campaign (Andersen Studios)
Carl's Jr. - Winter 2024 Brand Campaign (Brooklyn Management & Andersen Studios)
Carl's Jr. - Summer Spritzer Launch 2024 (Brooklyn Management & Andersen Studios)
Carl's Jr. - Summer Spritzer Launch 2024 (Brooklyn Management & Andersen Studios)
Schnitz - $13.90 Schnitzel & Chips Value Campaign (Brooklyn Management)
Schnitz - Loaded Chips Product Launch 2023
Other campaigns
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Eat Your Way to a share of $50K
I helped bring Schnitz’s “Eat Your Way to a Share of $50K” promotion to life — a campaign designed to reward loyalty during a high-pressure cost-of-living period. I supported the end-to-end activation, driving engagement and increasing visitation by giving members a genuine reason to choose Schnitz during peak retail season.
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Carl's Jr. V8 Supercars sponsorship
I supported Carl’s Jr.’s partnership with V8 Supercars driver Jack Le Brocq, securing premium decal placement on his race car for high-impact visibility. The sponsorship tapped into an audience that strongly aligns with our core guest base and helped boost brand recognition across motorsport fans.
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New Loaded Chips Range Launch
I contributed to the launch of Schnitz’s Loaded Chips range by booking targeted OOH placements, briefing and refining creative, and tracking trial and sales performance. I also worked closely with Operations to produce clear campaign and procedure guides, ensuring a smooth rollout across restaurants.
