Consumer Behavior Presentation

This project presents a comprehensive advertising and consumer behavior campaign developed for Crunchy’s, a local East Lansing restaurant, using a research-driven and insight-led approach. Through a combination of secondary research, primary survey data, and competitive analysis, our team explored the motivations, behaviors, and preferences of college students to better understand how they engage with social dining experiences. The outcome is a strategic campaign that positions Crunchy’s as a central social hub rooted in MSU culture, emphasizing affordability, community, and shared experiences . The project integrates consumer insights into a cohesive message strategy, creative execution, and media plan, demonstrating how emotional and social appeals influence decision-making. This work reflects my ability to translate consumer research into actionable strategy, collaborate within a team setting, and develop compelling brand narratives grounded in real audience behavior.