WILLIAMS SONOMA PRIMO COOKWARE MAILER (SPEC)

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Copy & Design

Big Brow Creative

Challenge

This direct mailer introduces Primo Cookware, an affordable yet premium collection from Williams Sonoma, designed for young professionals stepping into their first kitchen. The goal: grab attention, highlight key benefits, and drive recipients to explore more online.

Strategy

The mailer positions cooking as an act of connection, turning everyday meals into meaningful moments.

• Front: A vibrant dinner party scene sets the tone, with the headline "Dinner Party Time." The subhead, "Primo Cookware: Affordable Meets Premium," clarifies the cause for celebration.

• Back: "Make Cooking Your Love Language" is a popular, relatable term thanks to lifestyle gurus and influencers.

• Clean, Familiar Design: A menu-inspired layout presents key benefits with icons for easy scanning.

• Aspirational, Yet Accessible Aesthetic: Cozy, intimate photography and elegant typography align with Williams Sonoma’s brand identity, making Primo feel premium without the luxury price tag.

• Clear Call-to-Actions: The mailer seamlessly directs recipients to explore more online, with a CTA that reinforces the connection between premium cookware and shared experiences.

Result

A visually inviting mailer that shows how Primo Cookware isn’t just a kitchen upgrade, it’s a lifestyle upgrade.