This campaign was developed as part of a creative task for a job application with The Estate Dairy. The brief asked for a concept-first response to the launch of a limited-edition British Honey Butter: the task didn't request a polished execution, but an invitation to show taste, instincts, and storytelling. Being conceptual but grounded, making the campaign feeling like them not like everyone.
I closely studied The Estate Dairy’s website and social media to create a campaign aligned with their elegant, minimal, and quietly confident visual language.
Campaign Concept: “Tastes Like Somewhere”
A bite of butter isn’t just flavour: it’s feeling.
Inspired by Proust’s concept of involuntary memory, this campaign explores how taste can unlock personal moments of the past. We framed the butter not just as a product, but as a time machine for the senses.
Inspired by Proust’s concept of involuntary memory, this campaign explores how taste can unlock personal moments of the past. We framed the butter not just as a product, but as a time machine for the senses.
The central prompt: “Where does this taste take you?” invites audiences to reconnect with their own quiet, honey-drenched memories.
Digital rollout: social media
The campaign was designed to flex across social platforms with engaging, memory-driven content:
• Interactive Polls: “Where does honey butter take you?” inviting nostalgic responses.
• UGC Prompts: “One bite and I was…” to encourage storytelling and real moments.
• Editorial Reels: Slow visuals of butter melting, toast crackling, honey pooling in the light.
LinkedIn Strategy: Positioning the product as a case study in emotional brand building, drawing subtle comparisons (e.g. to the film Ratatouille’s final scene with Ego and the memory-triggering dish).
Offline Activation: “The Summer Table”
To extend the idea beyond screens, I proposed a seasonal pop-up experience:
A long rustic table, set in an airy location, where guests are served only bread, honey, and the new butter. A sensory PR moment made to be photographed and remembered. It’s about pause, taste, and place.
A long rustic table, set in an airy location, where guests are served only bread, honey, and the new butter. A sensory PR moment made to be photographed and remembered. It’s about pause, taste, and place.
Why the campaign can work:
• Builds emotional connection: Leverages memory and nostalgia to form a deeper audience bond.
• Aligns with brand values: Quality, traceability, and beauty in simplicity, the same ideas at the core of The Estate Dairy.
• Distinct but subtle: Stands apart from louder launches with quiet confidence and cultural depth.
• Scalable storytelling: From social to press to in-person, the idea holds together across touchpoints.