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.
Brand Challenge: Reposition Universal Yums during COVID lockdowns as a screen-free, at-home way for families to explore the world when travel was impossible.
Approach: Led a cross-channel messaging shift that framed each subscription box as accessible, shared discovery—balancing novelty, clarity, and emotional connection for families at home.
Results: Sustained subscriber engagement, 28% follower growth, and a 47% increase in sales during peak lockdown months.
Role: Lead Copywriter — cross-channel campaign messaging, social copy, and product positioning.