Sur La Table’s Culinary Program contributes a significant portion of the company’s total revenue, so it was necessary to increase class signups.

One of the challenges in the marketing materials was that the photos used to promote the classes were mostly stock images that did not accurately represent the dishes prepared in the class.

To manage the production budget and begin producing the necessary images to support the program, my photography art direction team and I decided to focus on the classes with the highest engagement and most frequent repetition throughout the year.

We hired a local team of skilled photographers and food stylists to shoot on site in the HQ test kitchen on a quarterly basis.

The images were utilized in digital and in-store marketing and contributed to a 53% year-over-year channel growth