Role: Creative direction

Research showed that customers visit Starbucks for their morning coffee and then stop by McDonalds or Dunkin Donuts for food items. The goal of this campaign was to combat this problem by convincing members that they should only make one stop for their breakfast. We messaged that Starbucks has something for every taste, and Starbucks food is made with the same craft and quality that goes into the coffee that they love.

To make the experience more targeted, the email asked customers about their breakfast preferences. The click-through went to a static landing page that showed the customer more options in the selected category. This data was collected so that future emails would feature a hero image of an item in the customer’s preferred category.