MELISSA BARRETT

Work

Advertising alcohol comes with a layer of complexity that most campaigns don’t, with platform restrictions, compliance requirements, and audience targeting limitations that demand creative problem-solving at every turn. As part of the Media Team at Deutsch LA, we were brought on by Kendall-Jackson Wines to develop and execute the “Grow True” campaign, navigating those challenges without sacrificing reach or impact.

The campaign spanned a fully integrated media mix: Social, CTV, OLV, OOH, Native, and Digital. Each channel was carefully considered for both performance and compliance. On Paid Social, I owned the strategy, activation, and optimization across Facebook, Instagram, and Pinterest, working within platform-specific alcohol advertising policies while building targeted approaches that connected with the right audiences effectively.

It was a campaign that required equal parts strategic rigor and adaptability, and one that sharpened my ability to deliver results in categories where the guardrails are tighter and the margin for error is smaller.