Fueled By Uncrustables
A campaign that repositions Uncrustables as a convenient, protein focused snack for active lifestyles.
Branding
Project Overview
Tools
Goal:
Create a campaign system across multiple touchpoints for an existing brand
Year Created:
2026
My Role:
Graphic Designer
Uncrustables is often seen as a kids snack since it is primarily marketed toward families. I wanted to explore how the product could appeal to a much wider audience, especially adults interested in fitness and active lifestyles, while still staying within the brand’s existing identity. The final system extends across social, environmental, digital, and apparel touchpoints, all reinforcing the idea of convenient fuel for active lifestyles.
The Challenge
Uncrustables is primarily marketed toward families and is often perceived as a kids snack. The challenge was to expand its appeal to a broader audience while still working within the existing brand identity.
The Solution
I created the campaign “Fueled by Uncrustables,” positioning the sandwich as an easy pre-workout snack for busy gym-goers.
The campaign extends across several brand touchpoints:
Social media posts and stories
Posters placed in gym environments
An interactive vending machine concept
A campaign landing page
Branded athleisure apparel
Each element communicates the same narrative: Uncrustables are a quick, convenient source of fuel for active lifestyles.
Reflection
This project pushed me to think about how far a brand can stretch without losing what makes it recognizable. I learned how to build a campaign that stays consistent across different formats while still adapting to each space. It also helped me get more confident in developing a clear narrative and carrying it through every touchpoint.
Looking back, I have a stronger understanding of how to translate one idea into a full system, not just individual pieces.