Campaign / Digital / Advertising
TownHall Pumpkin Spice Seasonal Rollout
Seasonal menu launch carried across social carousels, email and in-app promotion.
- Client
- TownHall
- Industry
- Hospitality
- Role
- Creative direction and design
- Services
- Social campaign, Email design, App promotion, Content direction
The problem
Seasonal menu marketing is the easiest place for a brand to sound like everyone else. TownHall needed its fall campaign to own the moment — without surrendering its functional-food positioning to a crowded seasonal trend.
Background
A seasonal menu moment needed to land across several channels at once while staying inside TownHall's functional-food positioning rather than reading as generic pumpkin spice marketing.
Objectives
- 01
Launch the fall menu across email, social, in-store and print simultaneously
- 02
Position the keto-friendly spin on pumpkin spice as the differentiator
- 03
Give guests a reason the build is different, not just that it exists
Audience: Existing guests and app users during a high-intent seasonal window.
Process
Planning, strategy, execution.
- 01Planning
One moment, every channel
Planning treated the launch as a single dated event with every placement to hit at once rather than a series of separate pieces of content.
- Identified the channels a guest actually touches: inbox, feed, app, in-store
- Set one launch date and worked the production schedule backwards
- Defined the differentiator to lead with — the keto-friendly build
- 02Strategy
The fall tradition, without the sugar crash
The positioning line did the strategic work: your favorite fall tradition, without the sugar crash. The swipe format was used to teach rather than decorate, so the seasonal push reinforced the brand's ingredient argument.
- Annotation-style callouts instead of stock seasonal imagery
- Carousel carries the explanation; email and app carry the conversion
- One art direction across every placement so the launch reads as one campaign
- 03Execution
Shipped as one seasonal system
Execution produced the full set to a single launch date, sized natively for each placement — digital reach, in-store presence and print working the same message.
- Five-frame social carousel and organic supporting social
- Email blast to the guest list
- In-app promotional placement
- In-store signage and print
Creative approach
A swipe-through social carousel carries the education — what makes the keto pumpkin spice build different — with annotation-style callouts instead of stock seasonal imagery.
The same art direction extends into the email blast and the in-app promotion so the launch reads as one campaign across the channels a guest actually touches.
The work
Walk the deck.
Use the arrows, thumbnails or arrow keys.
01 / 08Social carousel — frame 1
Delivered
- Five-frame social carousel
- Email blast design
- In-app promotion
- In-store signage
- Print creative
Scope of ownership
- Creative direction and design across all placements
- Set the positioning line, the content sequence and the launch-day asset plan
What this project demonstrates
A crowded seasonal trend turned into a distinct, better-for-you brand moment — executed as a coordinated multi-channel launch instead of a one-off post.
Performance results for this project are not published here. Metrics are available on request where the client has cleared them.
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