For years, Chef had been talking about it's hearty, meaty, beefy meals. It wasn't working. So the client wanted to talk about vegetables. In a kid's meal. Kids and vegetables? We embraced the challenge. We set up "Club Mum" to let moms (and dads) learn how to eat healthier, stealthier. That success lead us to launch an entire campaign around keeping the secret. // role: creative lead/writer