Starbucks Mooncake Omni-channel Campaign

Mooncake gifting season returns each year with more fierce competition. Brands in all industries fight for corporate quota and customers’ hearts. Fashion brands, hotel brands, beverage brands, car brands… regardless of the industry, the mooncake gift box is a universal product where the packaging takes centre stage, rather than the food product itself. Even though there is novelty in the new flavours launching each year, there is no chance of finding out how the flavours taste before purchase. It’s really a peacock show - the most outrageously glamourous feathers win.

While every brand is focusing on the packaging, I figured I should help Starbucks stand out by making their mooncakes more captivating. How? Food porn: visual storytelling in motion. You could almost hear the sesames fall, or feel the wind of the egg beater. A fresh colour palette inspired by the fashion trend of the day, and surrealism not unlike Kenzo in Toiletpaper.

The result? Double digit sales boost.