Today’s consumer wants a brand to stand for more. We told the story of how Love Your Melon was started as a classroom project with a mission. As part of the beanie donations, founders Zachary Quinn and Brian Keller would dress up as superheroes for hospital visits as a way to bring joy and cheer to the children battling cancer. Our early storytelling efforts were focused around this aspect of the brand and not just the product.

The superhero visits were a critical part of the brand story, but the founders could not do it alone. We developed a college ambassador program for students to expand this activation and reach more children and families across the country. The ambassador network helped to create content and share the Love Your Melon brand story in local markets. Today, more than 13,000 college students host events and activations in children's hospitals across the United States as part of Love Your Melon's student ambassador program.

We worked alongside Love Your Melon to create a cross country bus tour complete with superhero hospital visits, college campus activations and a grand finale in their home market. This created the opportunity to pitch in regional markets as well as tell a national story which captured the attention of the TODAY show and Good Morning America.

We continued to share the Love Your Melon story by highlighting the success of the millennial founders with business media, placing product features to support gifting time pegs, and announcing new product lines and co-branded partnerships.