✦ Hilton Garden Inn · Social Campaign · Copywriter

ALEX G
x
HILTON
GARDEN INN

A chef-backed social campaign that turned hotel dining into something people genuinely craved.

Brand
Hilton Garden Inn
Role
Copywriter
Format
Social · Reels · Stories
The Brief

THE
Concept

Celebrity Chef Alex Guarnaschelli partnered with Hilton Garden Inn to launch a limited-time menu available across all U.S. Garden Grille restaurants. The task: concept and write social content announcing the partnership, introducing the menu, and sustaining interest over the campaign window.

Elevated comfort. Zero pretension. Food that feels like home — only better.

We leaned into Alex's personal culinary identity — Italian-American flavor, approachable technique, fresh seasonal ingredients — and explored formats that positioned her not just as the face of the menu, but the heart behind every dish.

I partnered closely with a designer to concept and script a suite of social assets designed to move audiences from announcement through engagement, appetite appeal, and booking intent.

Goal
Showcase HGI's elevated, chef-backed dining experience beyond what travelers expect from hotel dining
Tone
Familiar, warm, and crave-driven — nothing about it feels complicated
My Role
Concept + copywriter across all social assets, captions, and campaign arc
Formats
Reels, Stories, Carousels — launch through sustain
The Work

CAMPAIGN
ASSETS

01
Launch Asset · Reel / Story
The Face Behind The Flavor
Caption
Drumroll, please...our star has arrived! Try the new menu items, developed with world-renowned Executive Chef, Alex Guarnaschelli. Serving for a limited time at HGI's Garden Grille. 👩🏻‍🍳✨
02
Sustain Asset · Reel / Story
This or That With Chef Alex
Caption
From hotel stays to food, these are Alex's personal picks. Got a hot take? Drop it below. ⬇️
03
Sustain Asset · Reel / Story
In Our Kitchen With Alex
Caption
Chef Alex Guarnaschelli + the Garden Grille Team = flavor and heart in every bite. 🤝
Tap Through The Tasting
04
Sustain Asset · Story
Tap Through The Tasting
Concept Note
An interactive story format designed to walk audiences through the menu one dish at a time — bite-sized, scroll-friendly, and built for appetite appeal.
The Making of a Menu
05
Sustain Asset · Carousel
The Making Of A Menu
Caption
Behind every plate is a story — and this one begins with Italian-American favorites reimagined for Garden Grille. Try the new menu items for a limited time at HGI.
06
Sustain Asset · Story / Reel · Trend
You Said, I Heard
Caption
Don't miss out. For a limited time, ICAG (Iron Chef Alex Guarnaschelli) has a few special dishes on the Garden Grille menu. Stay at HGI to try them before they're gone.
The Takeaway

What The Work Did

"It transformed everyday comfort food into something people genuinely crave. Nothing about it feels complicated. It's warm, honest, and grounded in the personality of a chef who knows how to make classics feel brand new."

"The storytelling brings the dishes to life in a way that feels flavorful on screen and worth a tap from even the quickest scroller."

Hilton Garden Inn · Alex Guarnaschelli Campaign · 2023
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