Award-winning Social Media Strategist & Content Creator for Food & Beverage CPG Brands | Human strategy and creative. AI-enhanced production pipeline.
Marfa, Texas, USA
Joined November 2006
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Shiner Bock shortened its tagline because new Texans don't know the town. Here's how a regional food or beverage brand introduces itself to newcomers.
Meta changed the wording after a small blog actually read the contract. Half the coverage shrugged and said move along. That's the wrong read. Your customers won't open the terms. They'll catch a headline about Meta reading websites and start wondering about the recipe they saved from you last Christmas. Nobody in your category has said it in plain words yet. If the site is what you're protecting, point the Reels back to it.
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| Strategy and creative are mine. AI helps produce it.
The smart part shows up after episode one. They're running the Dallas Wings partnership, the Minnesota launch, and a fan jingle contest through Peggy, so every announcement lands as an episode instead of a logo lockup.
Kraft's Pocket Parm truck is the opposite play. The video reaches millions and the charm reaches two cities. A character goes wherever the video goes.
No view counts out yet. Watch the comments for people asking for her by name.
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| Strategy and creative are mine. AI helps produce it.
Iced tea on a neighborhood walk. Salsa off a tailgate at the lake. Hummus at the kitchen island. Mineral water on the shoulder of a West Texas highway. Four products. Four places people actually use them.
That's a content pipeline when it's working. Product shows up where your customer lives, every week. Nobody's scrambling to book a shoot because the calendar went empty again.
Most food and bev brands I talk to can pull off one great shoot. Week 14 is the problem. Hero shots go stale and the feed still needs feeding.
If real photography is hard, and tying it to what the business needs this quarter is harder, DM @gallucciNET or find giovanni gallucci on LinkedIn. We'll map the pipeline.
| Strategy and creative are mine. AI helps produce it.
Products shown: @drinkhalfday Lemon Iced Tea, Mateo's Gourmet Salsa, @sabra Classic Hummus, Crazy Water No. 2 Mineral Water. #foodandbeverage #contentstrategy #cpgmarketing
The weekly email had two blocks. This week's numbers on top, and the starting snapshot from January 15th pinned at the bottom, so nobody had to remember where we began. Twitter organic reach went from 7,445 to 10,490 in that stretch, website visits from 589 to 718.
The routine underneath it was boring on purpose: four posts that week (Monday, Wednesday, Friday, Sunday), fan stories reposted daily, touchpoints checked twice a day, and anything critical answered or sent to a support form on the website so it didn't fester in public.
When they cut me, the line in their email was blunt: "many of your services, beyond posting, are not necessities." From an owner's chair, that's honest. The site fixes and the search traffic didn't show up in a feed.
This is a real past client I don't name publicly. If you're weighing hiring me, I'll walk you through the actual emails on a call. If your reports don't tell you what's working, message me on LinkedIn.
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| Strategy and creative are mine. AI helps produce it.
Denny's Japan sliced a parfait in half and hit 380% of its two-week sales target.
The 1/2 Parfait looks full from the front. Spin the glass and it's split down the middle. That inside is the content.
They called more than 20 glass factories before Nakamura Glass Studio said yes. Two Tokyo stores at launch. Ninety now.
Every food has an inside. Chip snapped on camera. Tamale unwrapped. Bottle held up to the window.
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| Strategy and creative are mine. AI helps produce it.
No face, no trust. The founder is the one thing big food can't copy.
What works doesn't need a bigger budget. Introduce the founder. Tell the origin. Show the day to day. Sign your posts.
Big food can buy production. It can't buy a real operator saying the true thing plain, before a committee sands the edges off. That's the whole edge an independent food brand has.
Do this on one product you actually want to move this quarter. Watch what happens.
Want it done on your brand before the next launch? DM me.
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| Strategy and creative are mine. AI helps produce it.
A couple of partners asked the obvious question: what do we actually get? I answered with numbers from a loaner-guitar program I was already running for the same brand (62 loan-outs and just over 100 artist posts) and sent that email to every confirmed and potential partner.
Two terms did most of the work. The trail food partner got exclusivity in its category, so it never got tagged next to a rival. And joint collab posts were capped at one every 14 weeks in the standard terms, so the feed never turned into a catalog.
This is a real past client I don't name publicly. If you're weighing me for your brand, I'll walk you through the receipts on a call.
If your brand needs a bigger content budget than it has, send me a DM.
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| Strategy and creative are mine. AI helps produce it.
A coffee shop table. A gas pump at golden hour. A sidewalk walk. A back porch. Four people, four places, four products. That's a week of posts that look like real life, and real life is what people actually stop for.
The usual problem is supply. Somebody scrambles Tuesday night for Wednesday's post, and it shows.
A pipeline fixes it. Every shot gets planned against what the brand is trying to win this quarter, then made, then queued. No scramble. No filler.
If your brand struggles to get real photography, let alone shots that tie back to the actual goals, DM @gallucciNET or find giovanni gallucci on LinkedIn and we'll talk it through.
| Strategy and creative are mine. AI helps produce it.
Products shown: @drinkolipop Watermelon Lime, @costacoffee Iced Coffee Mocha, @drinkspindrift Lemon, Tejava Original Black Tea
Jamie Gabrielle (@jamieegabrielle) put six steps on building a personal brand. Solid hook. My add sits in front of all of them.
Pick the single thing you want to be known for. Do that before step one.
Food and beverage buyers hire the person they can describe in one sentence. One. If you need a paragraph, they don't hire you.
Original clip from @jamieegabrielle.
| Strategy and creative are mine. AI helps produce it.
Victoria's Secret rewarded fans with show seats instead of renting influencers. Here's how a food brand pays its own fans in product, access and credit.
Adult Happy Meals are selling out. The drink is part of why people film them.
A hotel restaurant in Newport, Rhode Island ran one through September. Burger or chicken strips, fries, a drink, and a random prize in the box. Every prize was gone by September 27. Some guests came back two and three times to collect another.
Three beats get filmed at every table. The box landing. The drink. The reveal.
For a beer, wine, spirits, or soda brand, the drink slot in that box is a menu placement with free content attached. That's the one I'd walk into the next restaurant pitch. A bar near you could build the whole box around your drink.
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| Strategy and creative are mine. AI helps produce it.
I work alone out of my house, so the people I meet on jobs stick with me.
On Troubadour, Texas, the music documentary I spent five years on, one of the cameramen became a mentor. We rode tour buses with bands and shot festivals like Steamboat with a crew of four. He was about twenty years older than me. I don't know if he's still alive.
At Topo Chico, five or six people became friends I still admire. Two of them left and hired me to do the same work again.
A food or beverage brand might hire one strategist instead of an agency partly for that reason. You get the same person on every call.
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| Strategy and creative are mine. AI helps produce it.