12 Days of Cookies Email Campaign

Client: Earth Balance

Project Overview
The holiday season is filled with sweet temptations, but Earth Balance saw an opportunity to offer healthier alternatives with the 12 Days of Cookies campaign. Featuring 12 original cookie recipes using Earth Balance products, the campaign aimed to combine festive indulgence with mindful eating.

Creative Approach
As Lead Art Director, I developed the visual direction and ensured the campaign was cohesive across all platforms:

• Email Continuity Program: I designed eye-catching email templates that were both festive and easy to navigate. Subscribers received daily recipe updates, keeping engagement high.

• Web Design: I created the web layout for easy recipe access, ensuring users could effortlessly find and share each new cookie creation.

• Printed Cookbook: The cookbook was a campaign highlight, designed as a beautiful keepsake with vibrant photography and elegant layouts, providing an additional touchpoint for Earth Balance fans.

Results
The campaign exceeded expectations, winning a Davey Award for Integrated Campaign and driving significant consumer engagement. Over the course of 12 days, it attracted more than 100,000 new email subscribers, showcasing the power of combining creative design with strategic execution. The campaign positioned Earth Balance as a go-to brand for healthier holiday treats, solidifying its connection with health-conscious consumers.