Spec Project:

Direct Mail (Bilingual Spec) — Campbell’s, Back-to-School Lunch Offer.

Description:

This direct mail piece targets English-speaking parents seeking easy, healthy, and affordable family meals. It includes a recipe to encourage recipients to keep the mailer and a QR code for saving a coupon to their digital wallets.

I expanded the audience to include Hispanic families, who often live in multigenerational households—making them an ideal market for budget-friendly meal solutions.

Strategic Approach:

I first researched the English-speaking audience and Campbell’s longstanding relationship with U.S. families.

Then, I studied the Hispanic audience, focusing on shared values like family and affordability. The tone in both versions was adapted to connect authentically with each group while preserving a consistent brand voice.

Click the images to view the full mockup.