Spec Project:

Bilingual Direct Mail Ad for Campbell’s Soup.

Description:

This project was designed for English-speaking parents in need of easy, healthy, and affordable meals for their families. It required the addition of a recipe as a strategy to encourage parents to save the mailer, as well as a QR code that allows them to add a money-saving coupon to their digital wallets.

I identified that adding the Hispanic community to the targeted audience would drive efficient sales growth, as the Hispanic community often lives in multigenerational or extended households. 

Strategic Approach:

I crafted the English version by researching the English-speaking audience first, their lifestyle in the U.S., and the longstanding connections the brand has built over the years. 

I then crafted the Spanish version by researching their U.S. lifestyle, which is similar to that of the English-speaking audience, while placing stronger emphasis on aspects such as family—a core cultural value with deep meaning for Hispanics—as well as affordability, which is essential for large households.

The tone was carefully adapted in both versions with subtle changes to effectively connect with each community while keeping the brand voice coherent across both.

Click the images to view the full mockup.