"It feels good.
It feels Cornwall."
Campaign Strategy Full-funnel
(Impression Digital agency) - Spec Work
Big Idea Development
Art Direction - Copywriting
GenAI Production - Performance Creative
About
A gifting brand with a feeling no one else has claimed.
The Cornish Company is a fast-growing UK-based gifting brand specialising in Cornish Cream Teas. At the heart of the brand is the idea of "Experience a taste of Cornwall”, bringing a sense of place, quality, and indulgence to customers wherever they are. Their products are rooted in craft, premium ingredients, and the feeling of a thoughtful, elevated gift.
This campaign was created as a response to the Impression agency brief, a full-funnel strategy taking the brand from awareness to conversion, built on a single campaign platform that works at every stage of the funnel. Everything from research and big idea through to performance creative and high-volume asset production.
The brand relies increasingly on AI tools to generate scalable creative content, making this brief as much a test of AI-powered creative workflows as it is of strategic and creative thinking.
The Brief
Scale paid media performance. Build something instantly recognisable.
Create a campaign idea for The Cornish Company that drives growth, and translate that into effective performance creative. The campaign must work at awareness level with genuine emotional weight, while also scaling into conversion-focused paid social with high-volume asset production.
Stage 1: Define a core campaign concept driven from the brand's core idea. Show how it comes to life creatively across a full funnel narrative (Awareness → Consideration → Conversion) using AI tools to generate the creative routes.
Stage 2: Take the strongest route and translate it into conversion-focused paid social ads. Deliver a proposed framework for high-volume asset production and a diversity of media formats including static, video, UGC-style, motion and carousels.
The Idea, Creative Strategy & Production Process
How the campaign was built.
01. Research & Discovery - mapping the brand, audience, and the moment
Deep research across five pillars: brand founding story and personality, primary buyer and gifting occasions, product range and artisan producers, competitive landscape and positioning, and 82,000+ customer reviews. The reviews were the most important asset in the entire brief, not for the product feedback, but for the emotional language people used to describe the moment the gift created.
02. Strategy & Big Idea - finding the gap no one else has filled
Multiple routes were explored, all of them kept landing in the same place. "It feels good" emerged from the reviews, the reactions, the makers, and the place itself. The strategic bridge: others sell from Cornwall, TCC sells the feeling of it. That's a completely different proposition. Four words. Every layer of the brief. The idea works at awareness, consideration and conversion without changing shape.
03. Creative Routes - cinematic, imaginative, emotionally true
Route A - The Split World: a cinematic AI-generated image placing the recipient in two worlds at once. London on the left, Cornwall flooding in from the open box on the right. Route B - The Grandmother: warm, domestic, photorealistic. The Local Makers Series for consideration: four colour-coded maker cards (Bakers, Farms, Jam Makers, Tea Blenders) each with their own colour system, copy and provenance story. "From their hands to yours."
04. Performance Creative - a system, not just ads
Three conversion-focused ad concepts built from the strongest route. Concept 01: FB Dynamic Overlay, one Figma template frame connected to TCC's product catalogue feed. Meta auto-generates 80+ variants. Zero manual production per ad. Concept 02: Meta Carousel, Hook → Makers → Product → CTA. Swipe to believe, click to send. Concept 03: Reels/TikTok/Stories, a three-frame narrative. Nostalgia hook, problem/solution, campaign CTA. Each concept built with a high-volume production framework from the ground up.
05. Video direction - from still image to cinematic animation
Full video direction for the split-world concept: a 6-second cinematic transition from the London-only "before" frame to the split-world reveal. Two visual directions explored, a gradual bleed/dissolve and a wall-collapse variant where the right side crumbles like plaster to reveal Cornwall behind it, while the woman keeps her eyes fixed on the box throughout.
Creatives
BIG IDEA (Awareness - Upper funnel)
Two places. One feeling. It takes you to Cornwall.
Instead of playing it safe, I pushed it into something more cinematic, more imaginative, almost like something from a storybook. The split image places her in two worlds at once: her London flat, and the feeling of Cornwall the moment she opens the box. It's about belonging, memory, and escape. A simple pause from routine, carried through a gift.
Local Makers Series (Consideration - Mid funnel)
Made by real people, for real moments.
Curated from the finest Cornish artisan makers.
Crafting quality biscuits using perfected recipes since 1886.
From their hands to yours.
Cornish strawberries. Family recipe. Every jar filled by hand.
From their hands to yours.
Blended in Cornwall.
Made for proper tea drinkers.
100% plastic-free, every bag.
From their hands to yours.
Packed the same day.
At your door by tomorrow.
That’s what freshness feels like.
From their hands to yours.
Nostalgic moments. Endless variants. (Conversion - Lower funnel)
A three-frame narrative ad built for vertical video.
The sequence mirror how people actually decideto send a gift: they feel something first, then they act.
Nostalgia / Emotion
The hook activates a feeling, nostalgia, memory, the pull of Corwall.
Problem / Solution
The middle frame turns that feeling into an action. "Send him the feeling."
CTA
The final frame closes with the campaign line and a direct CTA.
A more detailed presentation incorporating all information from the link below.
>> Campaign Strategy Presentation