Passionate about storytelling, em dashes, and Oxford commas.
[Chapter 2] Product launch_Butter Yellow
Delivery_
D2C campaign copy
D2C email marketing
Digital advertising
Year_
2025
Essence_
Warm and playful
About_
Fresh off an extended and comms-heavy Black Friday sale and right before Christmas, the Butter Yellow campaign was short, smooth, and sweet — limited to a short teaser period, two eDMs, and digital advertising over the span of about a week.
Behind the words_
As the brand traditionally stuck to nature-themed naming conventions and campaign messaging, the deviation with Butter Yellow presented a fresh opportunity to craft a campaign that played with the more literal and sensory nature of the subject’s inspiration.
Teasers hinted that we were “busy whipping up our latest colourway”, and launch copy leaned on “spreading”, “melting”, “serving”, and the decadence of the colour, before transitioning into more Christmas-themed language.
On the cutting room floor_
Early copy ideation included “Follow down the [Butter] Yellow brick road” during the height of the Wicked movie promotions, and iterations of “We love our bread. We love our Butter. But most of all, we love our water” — IYKYK
Other creative campaigns
[Chapter 1] Product launch_Cherry Blossom
[Chapter 3] Charity partnership launch_ Memobottle x HalfCut
[Chapter 4] Brand refresher series_B2B marketing
KHRISTY CHOO 