OAKBERRY × ARYNA SABALENKA
Ambassador strategy,
content & innovation.
Power Serve Bowl campaign / Tiger Bowl campaign · 2024–2025
Introducing an athlete partnership through tennis, personality and OAKBERRY’s first U.S. bowl with added whey protein. One creative platform, developed across the Power Serve and Tiger Bowl campaigns.
Explore the case- My role
- Head of Marketing, US
Project lead
- My scope
- Strategy, storytelling, innovation,
creative direction, production & social
- Ambassador
- World No. 1 tennis player
Aryna Sabalenka
01 / The brief
Athlete credibility.
A reason to try OAKBERRY.
The challenge
This was our first campaign with Aryna Sabalenka: an opportunity to introduce the partnership and connect her competitive spirit with a relevant product story. We needed to strengthen OAKBERRY’s visibility, engage her audience and give consumers a clear reason to discover the brand and try her signature bowl. The platform was designed to follow the tennis calendar, from Indian Wells through the US Open, with a consistent story that could evolve across tournaments and campaign chapters.
My leadership
I owned the idea and led the campaign end to end. I developed the strategy, storytelling, signature bowl concept and full social media plan. I oversaw production, directed the photographer and film director, guided talent on set, and approved the videos and final assets. This connected the commercial opportunity, product proposition and creative execution under one direction.
02 / The strategy
Her competitive spirit.
Our product story.
We built the campaign around Sabalenka’s determination, energy and personality. Three content pillars — Body, Mind and Nutrition — connected the discipline behind her performance with the person beyond the court and a natural role for OAKBERRY in the story.
Body
Training, movement and the discipline behind performance.
Mind
A positive mindset, resilience and her playful personality beyond the court.
Nutrition
Food choices and a signature bowl that gives OAKBERRY a relevant role in the story.
I developed a recipe with added whey protein to make the product proposition relevant to the athlete partnership. The Power Serve Bowl introduced protein as a new direction for our U.S. bowl menu while keeping açaí at the heart of the experience.
03 / The work
One idea,
across product and content.
I translated the strategy into a connected creative plan for the bowl, campaign photography, video and social media. Product imagery made the ingredients and textures central to the story, while athlete and lifestyle content brought Sabalenka’s personality into the campaign.
My role extended into the details of execution: shaping shot priorities, directing the creative team and talent, managing production and reviewing edits. We developed Reels, stills, carousels and Stories to introduce the partnership, explain the product and sustain interest throughout the campaign.
One platform. Two campaign chapters.
The platform evolved from Power Serve Bowl to Tiger Bowl. We carried much of the original creative work into the next campaign, building continuity across the partnership while giving the signature bowl new moments of visibility along the tennis calendar.
04 / The rollout
From social discovery
to an in-store connection.
I brought the content together in a sequenced social plan, from teasers and the ambassador introduction to the signature bowl reveal, training and nutrition, playful social formats and behind-the-scenes content. Sabalenka’s in-store appearance brought the partnership directly to fans, connecting the digital campaign with the retail experience.
On every Sabalenka match day, we offered 30% off her Power Serve Bowl through the OAKBERRY app, connecting tournament attention with a clear reason to try the product and use our owned channel.
We also connected the partnership with the next generation of tennis fans, pairing Sabalenka’s mentoring moments with content featuring young athletes at the US Open. These stories brought a more personal, aspirational dimension to the campaign.
The rollout equipped franchisees with shared assets, posting guidance and adaptable Stories templates, including match-related content, offers and ordering links. This gave local teams a practical way to activate the partnership while keeping its message and creative direction consistent.
05 / The impact
A signature bowl.
A new direction for the menu.
Tiger Bowl vs. Power Serve activation
Tiger Bowl vs. Power Serve activation
Account-wide · March 2025
Reported activation comparison: Tiger Bowl, March 3–April 6, 2025, versus the prior Power Serve activation. Tiger Bowl totals include retail, Indian Wells and Miami Open sales.
The Power Serve Bowl introduced added whey protein to OAKBERRY’s U.S. bowl menu. Its success helped build the case for expanding protein across the menu and connecting future innovation to a broader consumer interest in protein.
Following Power Serve and Tiger Bowl, that direction expanded into Founders Bowls, Original+ through a collaboration with MUNICIPAL, and a platform of non-açaí smoothies with whey. The work connected ambassador storytelling with opportunities for ongoing menu development.