When Belgian gourmet cookie brand Poppies expanded into the US with a nationwide Walmart launch, they needed more than just great products — they needed a voice that could make European sophistication feel accessible to American consumers.

I developed comprehensive brand messaging that bridged this cultural gap, crafting brand guidelines and the company slogan "Made to Make Your Day" that positioned Poppies' signature coconut macaroons as everyday indulgences with extraordinary heritage.

My work established Poppies' distinct American brand platform through playful storytelling that honored the brand's Belgian roots while speaking directly to US audiences. I wrote web copy that educated consumers about European cookie craftsmanship without intimidating them, and created social media content that made gourmet treats feel approachable and craveable for busy American families shopping at Walmart.

The messaging strategy combined premium positioning with everyday accessibility — acknowledging Poppies' artisanal Belgian legacy while ensuring the brand felt fresh, familiar, and retail-ready for mass market success. Through consistent brand guidelines and strategic copy across all touchpoints, I helped turn an international fave into a brand that felt right at home in American pantries.