How Cava’s Tie-up With Emma Chamberlain Created a Bestseller [Video]

Chamberlain’s snack was treasure for Cava, who seized on the opportunity to collaborate with the Gen Z superstar.

“We as a group sat and really thought, ‘This is big.’ How can we engage with Emma?” said Cava’s senior vice president of brand and marketing, Anna Faktorovich, who said the video came to the brand’s attention as a result of an “eagle-eyed” sighting from the friend of someone on Cava’s social team.  “Our brilliantly social community manager said, ‘I’ll just comment on her Instagram account’ and she responded.”

Several months later, the cheeky exchange led to what the company said is the biggest campaign in its history and its first campaign with a major creator.

The collaboration is …