A community of tastemasters
client: Crisp
role in the project: conceptor + community manager
Crisp is what you’d call a fan-brand. Their followers aren’t just scrolling — they’re real food lovers, eager to share their passion and connect over great taste. This community isn’t passive; they actively engage with the brand and the content it serves up.
As part of Crisp’s Social Media team, I made it my mission to give that community a place to belong. I created social-first concepts, wrote catchy captions for every Instagram and TikTok post, and made sure Crisp became a familiar name in the comment sections of viral content — right where tastemakers meet.
April fools
social concept
For April Fools’ Day, I came up with the ‘Online Supermarket Experience’ — a playful social video concept that teased Crisp’s followers with the launch of a fake AI feature. The idea? Bringing all the classic supermarket frustrations straight into the app.
From long lines to crowded aisles — the video didn’t just entertain, it subtly highlighted the perks of shopping with Crisp by showing exactly which offline struggles users happily avoid.
85.2K views
480+ likes
107+ comments
A dash of wit
Being part of the conversation means showing up — not just in your own feed, but where your audience actually hangs out. I made sure Crisp’s voice was heard in the comment sections of trending posts on TikTok and Instagram. By joining in with sharp, playful and on-brand reactions, we boosted visibility, built community connections and kept Crisp top of mind, right where the conversation was happening.
designer: Sacha van Alfen
Scroll-stopping stories
social concept
Crisp asked me to develop Instagram Story concepts that were low-effort to create, easy to repeat weekly, and designed to spark interaction.
Concept 1: ‘Vragenvoer’ — or ‘Food for Thought’ — invites followers to answer a new food-related question every week. From “What’s your ultimate guilty food combo?” to “What’s on your dinner plate tonight?”, it’s all about inspiring cravings and conversations.
Concept 2: ‘Diner Dilemmas’ lets followers mix and match their own food pairings using Instagram’s poll stickers. A playful format that fires up both taste buds and engagement — while subtly showcasing Crisp’s unique and ever-tasty assortment.
background:
Crisp is the supermarket app that delivers good food without detours. Tasty products that are super fresh and also priced right. They achieve this by buying directly from small makers, growers and cultivators who know what they are doing. This is how they deliver food with the shortest chain from farm to fork to households throughout the Netherlands and Flanders.