Approach

To account for the photos I needed for the online store, I made a list of products and broke them into two photo shoots. I provided Local Foods' cafe chef with the list and some styling direction so he could have them ready to go. Due to the homey nature of the campaign, I secured an offsite location in a home and made sure we were there the best time of day for natural light. I sourced a number of props, from antique silver to gravy boats, serving platters and centerpieces. While I was working on the photos, I delegated the Thanksgiving design work to one of their in-house designers. I provided him with the photos, copy and size requirements as well as some general style guidelines. Once we finalized the design for the Thanksgiving signage and flyers, I used them as templates to create the ones needed for Christmas. I developed an email schedule that served readers twice a week over the course of two months and focused on helpful content as well as information about the store's offerings, discounts and deadlines. Content included "How Much Food to Order/Make", "An Interview With Our Turkey Farmer", "Cranberries - Beyond Cranberry Sauce", "Recipes for Leftovers". Social media posts supported the content in the email campaigns. Posts were made once a week during the first month of the campaign (during October) and once a day during the second month of the campaign (during November).