Client: Lady M is a luxury cake brand best known for combining French pastry techniques with Japanese-inspired flavors. Through local boutiques and an online shop, Lady M primarily offers cakes consisting of thin handmade crêpes layered with pastry cream.

Audience: Young or established professionals making $75k+ who are located in or near a large metropolitan area and value presentation and brand prestige as much as taste. They may be buying for themselves or for celebrations and gifting.

Tone: Warm, inviting, confident, appetizing, promotional.

Challenge: Connect Lady M cakes to the benefits of gathering with people during the cold-weather months then direct email subscribers to place orders in advance.

Strategy: Customers know they have a special occasion coming but to get them to connect Lady M to their upcoming event I decided to paint a picture embedding the brand’s cakes into three common scenarios involving people gathering during the time period for the promotion. Giving customers a vision of enjoying the benefits of having Lady M cakes at their event makes a clear connection between their needs and the company’s offering. I chose “Preorder Now” instead of “Order Now” so sales can begin immediately instead of closer to the customer’s event date creating a larger window to collect revenue from a single promotional concept.