Nic V. of Love Island

Sweetgreen partnered with Nic V. from Love Island to tap into a highly engaged, culture-forward audience and create a moment that felt playful, self-aware, and native to social. The collaboration centered on a limited-time bowl and a content strategy designed to live where the conversation already was, leaning into Nic’s existing fandom while staying true to Sweetgreen’s tone and visual language.

I led the art direction, social strategy and influencer partnerships end-to-end, overseeing concept development, content execution, and PR seeding. A key focus was organic amplification. We sent 100 PR boxes to creators and tastemakers, resulting in a 65% organic posting rate without paid requirements. The campaign prioritized shareability and off-platform engagement, driving conversation well beyond Sweetgreen’s owned channels.

Campaign performance

• 22M total impressions

• 815K engagements

• 43.7K off-page engagements (shares + saves)

• 2.3M video views
  
  

The result was one of Sweetgreen’s highest-performing social moments of the year, demonstrating the impact of pairing culturally relevant talent with a thoughtful, creator-first distribution strategy.