Magnolia Bakery Thanksgiving 2022
Brief: Sell an insane amount of pies while still highlighting our seasonal pudding flavor.
Concept: Pie Personalities
After many moodboards of luxury friendsgiving spreads in the Hudson Valley, we were given the challenge to focus on a campaign without traditional lifestyle or tabletop imagery. We landed on the idea of showcasing different people's personalities and matching them to which of our pies they would bring to dinner. This would allow us to showcase our pies (which are brown and not super exciting to look at) in a fresh and dynamic way and still include people in the designs.
Campaign moodboard & mockups by Shelby Goodwin
Example moodboard for each pie personality & shot list
Challenges: Like all great projects, a few challenges were thrown our way. Budget was tight despite us needing to source more bodies to be on set than ever. We leveraged our very own Alyssa Rosello in-house for food styling and sent out a casting call for our bakery staff to model in the shoot, saving us agency fees and giving our staff the chance to be featured in a new and exciting way throughout the bakeries.
Color: Multiple color explores led us to a palette inspired by our dark secondary colors within a fall-inspired color story behind the images. Later, this palette expands into some lighter shades for emails and paid ads.
Final shots from photoshoot with color backgrounds added in
Email & Social Design
Digital Paid Ads
Final Results: I am proud of how quirky and fun this campaign turned out. We created dozens of assets across owned social, paid digital, in-store signage, emails, website landing pages, and more. Overall ROAS for the campaign was at 1.75x. The emails we created drove 238% more revenue and had a 120% higher open rate than last year. We drove a 238% increase in traffic to the Thanksgiving landing page on the website compared to 2021. Ultimately, we set a high bar for Thanksgiving 2023.
Photography: Biz Jones
Food Stylist: Alyssa Rosello
Clothing & Prop Stylist: Yvette Jordan
Art Direction: Shelby Goodwin & Desiree Tomich
Design: Shelby Goodwin