I Heart Mac & Cheese
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Director of Marketing & Creative
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2022, 2021. 2020
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I Heart Mac & Cheese
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Creative Director: Matthew Pappas
Designer: Cristian Melendez -
As Director of Marketing and Creative, I was a true man of many hats—overseeing national marketing campaigns, mobile app design, photoshoots (and occasionally starring in them), post-production, and restaurant interior redesigns that helped grow locations from 12 to 42—while collaborating with franchisees, the Director of Operations, and working directly under the CEO.
I Heart Mac & Cheese is a fast-casual concept serving up customizable mac & cheese bowls, grilled cheese sandwiches, and crave-worthy comfort food with a modern twist. When I began working with the brand, it had just 12 locations. Through consistent visual storytelling, marketing support, and brand development, I grew its presence to over 42 locations nationwide.
From playful flavor spotlights to franchise marketing materials, my creative work supported the brand’s expansion while keeping its fun, approachable identity front and center.
Capturing
Craveability
To support the launch of the mobile app and refresh the brand’s digital presence, a full suite of food photography was produced for I Heart Mac & Cheese. Nearly 100 items were shot, including top-down ingredient visuals and custom scene setups, all designed to showcase the menu’s variety and make the user experience feel both familiar and appetizing. The imagery helped bring clarity and warmth to the customization process—allowing customers to build their bowls and sandwiches with confidence and craveability.
Designing for Speed, Simplicity & Satisfaction
The app was designed with clarity and craveability in mind—delivering what users wanted most the moment they opened it: Promotions, Ordering, and Rewards. A custom points-based loyalty system encouraged repeat visits, while a step-by-step ordering flow made it easy to build the perfect bowl or sandwich. Thoughtful UX, paired with playful animations at checkout, made the experience feel smooth, satisfying, and uniquely I Heart Mac & Cheese.
Build Your Happy
The Build Your Happy campaign brought the brand’s “reinvented comfort food” philosophy to life through personalization and play. Designed to spark both digital and in-store engagement, the campaign invited customers to create their own version of happiness—one bowl, sandwich, or bite at a time. By centering the message around individuality and joy, the concept encouraged interaction and emotional connection, turning every order into a small, feel-good moment.
Casting Comfort in Every Bite
With the campaign direction locked in, a character-driven photoshoot was developed to embody the brand’s playful, feel-good tone. Four distinct personas—a biker, a scrawny kid, a fitness instructor, and a mom—were cast to reflect the diverse personalities who love I Heart Mac & Cheese. Each model was photographed in custom setups designed to bring the campaign’s concept to life, with images used across print, digital, and in-store marketing materials to create a cohesive and engaging visual experience.
Turning Tables into Shareable Moments
To bring the Build Your Happy campaign into each store, custom vinyl stickers were placed on every table to prompt real-time customer engagement. Each sticker included a friendly call to action—inviting diners to place their mac masterpiece in the center, snap a photo, and share it on social media using the hashtag #BuildYourHappy. This simple in-store touchpoint encouraged user-generated content, boosted brand visibility online, and turned every table into a mini marketing moment.
The Glow-Up Is Real
The store redesign brought a bold, modern refresh to the I ❤️ Mac & Cheese dining experience—infusing the fast-casual brand with personality and trend-forward charm. Featuring Edison bulbs, a lush greenery wall, signature neon signage, and custom wallpaper adorned with witty, “cheesy” puns, the new aesthetic was designed to attract a broader customer base while maintaining the brand’s playful spirit.
As Director of Marketing Matt Pappas shared with Nation’s Restaurant News, the goal was to create a space that feels fresh, Instagram-worthy, and full of feel-good flavor.
Telling the Story Behind the Business
To support national expansion efforts, I Heart Mac & Cheese developed a promotional franchise video that highlighted every key aspect of the concept—from the customizable menu to the store design and operational model. Featuring custom interviews and real in-store footage, the video served as a dynamic and informative tool to attract potential franchisees, convey brand personality, and build excitement around joining the growing comfort food movement.