Guilt-Free Celebration Cake Campaign
Crafted the product launch campaign for Humble Bean, shaping the strategy, creative direction, and all campaign graphics to resonate with consumers who are intentional about what they bring into their lives - reaching them where they are.
Client:
Humble Bean Coffee
Category:
Strategy and Campaigns
My Role:
Creative Marketing Strategist
Project duration:
3 Months
Tools Used:
Pinterest(moodboarding), google sheets, canon R5, Lightroom, Canva, Meta Ads manager, google analytics, Email and whatsapp marketing,
The Brief: Indulge mindfully. Celebrate fully.
Why this campaign existed: Humble Bean wanted to launch a new range of celebration cakes to a growing audience of mindful consumers - people who care deeply about what they eat but still want to enjoy life's special moments.
The challenge was clear: how do you position an indulgent product to an audience that typically avoids indulgence? The answer was to reframe the narrative entirely.
The campaign set out to show that guilt and celebration don't have to go hand in hand - that you can treat yourself, stay true to your values, and still mark the moments that matter.
A secondary goal was accessibility making it easy for customers to order both in-café and online, removing any friction between intention and purchase.
The Process : From Concept to Campaign
Three months of strategy, creativity, and execution
Month 1: Strategy & concept
Defined target audience and consumer mindset
Developed campaign strategy and messaging framework
Built moodboards to visualise the creative direction
Established tone of voice and visual identity
Every creative decision was guided by one question - does this speak to someone who is intentional about what they consume?
Based on the market research below is the target audience for the campaign : The cafe is located in a primary location bringing us over 100000 users within 10km radius.
Primary age range | Secondary age range | Gender split | Location | Audience Category |
|---|---|---|---|---|
25 -34 | 35 - 44 | 72% Female / 28% Male | 10km radius (target based on business requirements) | Food & lifestyle enthusiasts, Mindful consumers, Gift givers & celebration seekers |
Month 2: Creative & design
Led creative direction across all campaign assets
Designed graphics for digital and in-café touchpoints
Aligned visuals with the mindful consumer narrative
Iterated on designs based on feedback and brand fit
Month 3: Launch & execution
Rolled out campaign in-café and online simultaneously
Coordinated multi-channel delivery across touchpoints
Monitored campaign performance and audience response
Ensured consistent brand experience end to end.
The Impact
Purposeful strategy that moved people and product - 20 days post-launch
The campaign successfully connected with its intended audience, resonating with consumers actively looking for products that aligned with their lifestyle values.
Launching across both in-café and online channels expanded reach and made the product accessible to a wider mindful consumer base.
Total reach | Engagement | Enquiries | Conversions |
|---|---|---|---|
54000 | 4,800 | 280 | 122 |
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