Jeni’s Splendid Holiday 2020
The goal of this campaign was simple — to give customers a short, joyful escape from what was undoubtedly going to be a difficult (or at least different) holiday season. Photography captured a mystical landscape with disproportionately large pints. The writing, intentionally a little over-the-top, is meant to help the image come to life. Like a well-written scene direction in a Wes Anderson script or the almost comically vivid writing of an old-school catalog ad. Enjoy the slideshow below or view the gallery on Instagram here.
Our campaign earned kind words from the folks at Sprout Social. “These Instagram carousel posts create an immersive experience even through the screen, with pints of Jeni’s dressed in wintery settings. But the creativity doesn’t stop at the image you see. They commit to the story by taking it two steps further with creative writing and audio to deliver a complete holiday package per pint. It’s reminiscent of old-school advertising. Think captivating magazine ads with half a page of scene-setting.”
Jeni’s Terrace Brunch, spring 2020
Terrace Brunch was a fun one. This collection was meant to evoke a feeling as opposed to a specific time and place — the conviviality around a mid-day table, good food shared with people you love. The copy captures this emotion but also sells the pure deliciousness of each flavor. And is (hopefully!) just enjoyable to read.
Jeni’s State Fair, summer 2020
The challenge for this campaign: How to virtually capture the carefree, playful feeling of a state fair. We leaned heavily on our social feeds to meet folks where they are. Our team designed simple carnival games that could be played on Instagram stories. We even created an interactive map of our fairgrounds where viewers could tour the grounds by visiting the Instagram accounts of each ride and flavor. Copywriting for this project needed to be loose and lively — to channel the “step-right-up” energy of a booth at your favorite fair.
