Universal Yums
Universal Yums
Universal Yums is a subscription brand that transforms snack time into discovery. Each month highlights a new country, pairing global treats with a thoughtfully designed booklet filled with stories, trivia, and games that connect every bite to its cultural roots.
Meeting the Moment
During COVID lockdowns, when global travel halted, people gravitated toward at-home experiences that offered novelty and escape.
I led cross-channel messaging shift to reposition Universal Yums as accessible exploration for families—each box a screen-free way to connect and discover together.
The result: sustained subscriber engagement, 28% follower growth, and a 47% increase in sales during peak lockdown months.