Nicolandria

Following the breakout success of the Sweetgreen x Nic collaboration, we quickly moved to extend the cultural moment by partnering with Olandria and evolving the story into Nicolandria. The result was the Ranchy Baddie Bowl, a limited-time menu item and social-first campaign designed to feel bold, playful, and deeply native to internet culture.

I led the art direction and social strategy for the collaboration, building on the momentum of the initial drop while pushing the tone further into humor, personality, and short-form storytelling. The campaign sparked widespread fan participation, generating over 150 organic reaction videos and turning the launch into a community-driven moment rather than a traditional brand announcement. Conversation extended well beyond owned channels, with #NicolandriaxSweetgreen trending at #5 on Twitter for over seven hours and driving a significant lift in brand visibility.

Campaign performance

• 28M total impressions

• 1.8M engagements

• 73.9K off-page engagements (shares + saves)

• 7.9M video views

• 150+ fan reaction videos

• +10 point lift in share of voice

By acting quickly on audience signals and doubling down on talent-led storytelling, Nicolandria became one of Sweetgreen’s most culturally impactful collaborations, demonstrating how speed, cultural fluency, and social-first creative can drive outsized results