Bon Appétit Holiday Campaign

The brief was to create a first 360 holiday marketing campaign for Bon Appétit. Previously the various marketing channels had different creatives that didn’t always connect with latest editorial issue. This time round we worked closely with the editorial creative team to align the messaging and visuals. This way we achieved cohesive look across owned and paid channels and emphasised the range of expert recipes available with the subscription.

Creative direction: Thais Klein
Art direction & design: Laura Dirzyte
Copy: Charles Pringle
Photography: Isa Zapata
Food styling: Jesse Szewczyk
Prop styling & Art Direction: Caroline Newton, Hazel Zavala

Bon Appétit • 2023

In this marketing campaign we wanted to emphasise the leading story from the holiday issue about cookie swap tradition in the US. Visual cookie diversity and consistent round shape offered an excellent opportunity for animation. With the headline ‘Savor the sweetness of the holidays’ we highlighted the range of new recipes that would excite every taste palate this holiday season.

A part of the holiday campaign brief was to refresh the promotional email template. The existing header template had overlapping text and image which limited creative opportunities. The offer wasn’t quick to read either.

The proposed solution was to separate the creative campaign messaging from pricing and set them in two banners. This gave a large flexible space to the campaign messaging while the pricing with CTA became more distinct and persuasive. This shorter template with illustrated benefit columns proved to be more successful and was easy to refresh for different marketing campaigns in 2024.