eatFit “big 5”

A transparency-first campaign system designed to lift awareness, drive installs, and build “health credibility” at a glance.

I treated this as a campaign system, not a set of one-off assets. My job was to create a visual language that could repeat often enough to become memorable, while staying flexible across channel constraints.

Because we weren’t investing in heavy process artifacts, I focused on decision quality that shows directly in the work: fewer components, stronger hierarchy, consistent iconography, and a distinctive “proof device” that reads instantly. 5 core principles became the campaign’s credibility backbone. It positions EatFit as a brand that doesn’t just offer healthy options, but actively removes the mechanisms that keep people hooked on junk.

Hook (OOH/social) with contrast + exclusions → Explain (microsite) with the Big 5 framework → Reinforce (print/packaging) so transparency becomes tangible → Convert (app CTA) when people are ready to act.

year

2020

timeframe

14 days

tools

Adobe Illustrator & Photoshop

problem

EatFit needed to lift brand awareness without blending into the usual “healthy food” noise—and turn that attention into app installs. The category is crowded with vague wellness promises, glossy food photography, and claims people have learned to ignore. The real barrier was trust: audiences don’t just want “healthy,” they want proof that the brand actively avoids the things that quietly drive cravings, dependency loops, and regret eating—the “toxic addiction” mechanics built into many modern food choices. The core audience was 25–40 year-old urban professionals—office-goers and fitness/health-aware consumers who are time-poor, comparison-driven, and skeptical of marketing language. So the campaign had to land in seconds: be remembered (brand awareness), be believed (health credibility), and be actionable (installs + trial).

solution

I built the campaign around one strategic move: turn “healthy” into a simple, repeatable proof system. That became “The Big 5”—five principles framed as clear, black-and-white rules rather than lifestyle fluff: No Cream, No Refined Sugar, No Red Meat, No Deep Frying, and Blacklisting toxic addiction—keeping addictive, “trigger” ingredients and formulations as far away as possible. To scale the idea across formats, I led a modular campaign toolkit: an IS / ISN’T contrast to break category sameness and create immediate cognition; a bold “No ___” proof device (X-overlay) to make claims feel specific and memorable; a consistent layout architecture (hero food circle, hard hierarchy, icon row, CTA zone) that holds from mobile to large-format OOH; and a rollout logic that hooks fast in OOH/social, explains in the microsite, reinforces via brochure/packaging, and converts with app CTAs. I partnered closely with the lead copywriter to keep language concrete and non-moralizing, and aligned with the marketing head to support installs without turning the work into performance-only creative.