Spud Online Groceries
content creation and production
Spud, a pioneer in grocery delivery, had a lifestyle-first makeover, using a new Reels strategy and building their influencer program to show customers how sustainable shopping could look as good as it feels.
At its heart, Spud isn’t just a grocery delivery service—it’s a movement for better food systems. They champion local vendors, partner with regional farmers, and make organic groceries more accessible to more people. Every product they carry has a purpose, and their mission is rooted in sustainability, community, and conscious consumption.
About The Project
Finally giving groceries their own voice and personality.
Spud stood for something different: fresh, organic groceries, delivered to your door with a focus on sustainability and local vendors. My role? To make sure their content looked as good as their values. I helped bring Spud’s social presence to life through short-form video, strategic partnerships, and community-rooted campaigns that brought the brand closer to its people.
At a time when most grocery brands were still static, we leaned into motion. I launched Spud’s first-ever Reels strategy with a simple how-to video on recycling packaging, earning 20K+ views and setting the tone for what short-form could do. Over the next year, I concepted, styled, and produced 30+ videos based on campaign themes, seasonal produce, and real kitchen moments.
Influencer Partnerships
Proof that the right people sharing the right message just works.
We knew real stories would build real trust. I developed a partnership program from the ground up, onboarding influencers with likeminded audiences to share their love for the Spud brand.
With Earth Day around the corner, we launched Spud’s first ever influencer campaign, partnering with ten local creators known for their sustainability-first lifestyle. Each influencer was invited to shop from Spud’s in-house brand, Be Fresh, and share their honest experience with their communities. The result? Gorgeous, lifestyle-led content, high engagement, and a measurable return.
Not only did the campaign pay for itself, it brought in new customers, drove awareness around Spud’s low-waste packaging, and laid the foundation for a repeatable, scalable influencer program.
Meet the Makers
Doing what they love: serving the community, cooking, and talking food.
One of the most meaningful content series I produced at Spud was Meet the Makers, an editorial-style spotlight on our local vendors filmed right in their kitchens. These were more than just product features—they were intimate portraits of people who had poured their hearts into a dream.
Our very first feature? The Dumpling King himself, Matthew Murtagh-Wu. A dynamic, larger-than-life personality in Vancouver’s food scene, Matt had made over 550,000 small-batch dumplings in just five years. He wasn’t just building a business. He was building a legacy rooted in heart, heritage, and flavour that brought people together.
I concepted and directed the video shoot, then translated the stories into engaging content across every channel, from Reels to vendor pages to newsletters. It was a way to show why our groceries mattered. And to remind customers that behind every item in their cart was a maker, a story, and a whole lot of love.