Christmas Gifts for a Greener Future
Neal’s Yard Remedies, Christmas 2022
At Neal’s Yard Remedies, I developed the concept and wrote all the copy for the brand’s Christmas campaign, centred on the theme of ‘Gifts for a Greener Future’. Working on festive projects in the dark depths of January forces a kind of cheery disposition upon you, and this one kept any sign of the blues firmly at bay.
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The challenge
Launch Neal’s Yard’s Christmas collection, including the brand’s first-ever advent calendar, while celebrating the sustainability improvements in the new packaging. The campaign needed to celebrate ethical sourcing, honour grower partnerships and position sustainable gifting as desirable, without compromising the premium, wellbeing-focused tone customers expect.
The approach
I grounded the campaign in the idea of gifting with intention—choosing beauty and wellbeing products that reflect the brand’s values. ‘Good Things Come in Green Packages’ became the through-line, with supporting messaging that wove together sustainability credentials with emotional warmth and seasonal joy. In addition, I developed copy for all touchpoints, including ecommerce copy, product descriptions, editorial-style blog posts, social captions, packaging copy and in-store POS that guided customers through pick-and-mix gifting.
The outcome
A cohesive, values-led campaign that successfully launched Neal’s Yard’s greenest Christmas collection to date, strengthening brand positioning around sustainability.
