Spec Project:

Bilingual Email Marketing for AAA Global — Charcuterie School.

Description:

AAA Global is a charcuterie school operating in Barquisimeto, Venezuela, founded by Enrique D’Lima, a Venezuelan master charcutier. 

The school is launching a new online course and expanding their messaging across Latin America and North America. They’ve offered in-person courses for over 20 years and created the online version to make training accessible to audiences across the continent. 

Because English is a widely spoken language globally, offering their services in this language will allow the school to expand their messaging to other continents.

This project is an example of bilingual copy developed as twin creations, where each step was strategically planned to effectively communicate with both audiences as parallel projects. 

It assumes an existing email list with subscribers from both South and North America who have opted in to receive marketing emails. The subscriber profile includes chefs, foodies, social media influencers in the gastronomy world, farmers, charcuterie lovers, and entrepreneurs.

Strategic Approach:

The copy was first crafted in Spanish in a conversational, storytelling format with an inspiring tone that defines the school’s brand voice, combined with a promotional tone.

The Spanish version builds emotional connection by leveraging the natural romanticism of the Spanish language, switching between second person in the headline and main copy, and first person in the CTAs. This linguistic choice creates a heartfelt call to action that feels natural to the Spanish-speaking audience.

The English version was crafted second, rewritten from the English creative brief in a more practical way, delivering a more direct message while keeping the same conversational and inspiring tone of the brand voice and the storytelling format. 

The English version doesn’t switch between the second and first person, as this would disconnect the audience due to seeming unnatural to the English-speaking ear. 

While adopting a more practical, to-the-point perspective, the English version maintains focus on highlighting the main consumer benefits, emotional connection, and inspiration for charcuterie-loving entrepreneurs. 

Click the images to view the full mockup.