Bold branded Fortnum & Mason product email
Fortnum & Mason, May 2019
Fortnum & Mason, May 2019
Client: Fortnum & Mason
Project date: May 2019
Project date: May 2019
My role: Planning, ideation, design and development of email
The challenge: How can we really show the size of the biscuits and tins?
Solution: Inducing the right hormones with storytelling and making the bold decision to make the biscuit tin fill the email
- to show the size of the tin
- to show the amount of biscuits you get inside
- relevance to the time, the world was talking about the Game of Thrones so the copy eludes to that
- entice customers to what's inside the tall biscuit tin with whimsical annotations in keeping with the brand tone adding humour to the email
- illustrative cat building character to the brand
- supporting cast, introducing customers to the rest of the range, the main biscuit image is the hook
Results: A stand out email campaign (with a completely different look and feel with the standard BAU emails), with a uplift in sales in the next two weeks for the product as a direct result of the email.
Would we do anything different next time? A serious of emails in the same vein, large product image, breaking down the product talking about the packaging, how long it took to make, the inspiration, the biscuits and what they're made of... then the same with other types of products, while introducing the next product in the series at the bottom of this email. Something for the customer to look out for.
