Après All Day: Braeburn Winter Campaign
How We Created an Immersive Campaign World to Launch Braeburn Coffee’s Festive Range
The Ask
To launch Braeburn Coffee’s new Toasted Marshmallow Range during the most competitive retail period of the year with a concept-led, integrated campaign that lived seamlessly across cafés and social media.
Christmas is the busiest and most saturated advertising moment on the calendar. Braeburn needed more than festive visuals. The campaign had to cut through, support the return of seasonal favourites, and drive measurable sales impact while strengthening overall brand awareness.
The objective was threefold:
Drive purchase intent through compelling in-store digital content
Generate awareness and engagement across social media
Create a distinctive campaign world aligned with the lifestyle, habits, and values of the Braeburn audience
Rather than simply announcing new products, we saw the opportunity to build a scalable seasonal platform. One that could elevate the festive range while positioning Braeburn Coffee at the centre of Irish winter.
The Approach
Building a Concept-Led Campaign World
Instead of focusing purely on product features, we developed a creative platform designed to immerse audiences in a recognisable winter mindset.
The insight was simple: while Ireland rarely delivers a snow-covered Christmas, the cultural pull of winter escapism remains strong. From that, we created Après All Day.
With Après All Day, we positioned Braeburn Coffee as the destination for cosy, indulgent winter moments, bringing the spirit of après ski to Irish cafés without relying on literal snow or skiing and elevating the product range while maintaining cultural relevance and warmth.
The campaign was designed to live across two primary touchpoints:
In-café digital screens designed for appetite appeal and immediate purchase intent.
Social media storytelling that expanded the world and rooted it in authentic Irish winter behaviour.
Studio-Led Visual Production
Studio was the foundation of the campaign. To bring Après All Day to life visually, we drew inspiration from the aesthetic language of ski resorts, incorporating frosted tones, soft ambient lighting, alpine references and winter textures. Through carefully considered art direction, set design, and food and drink styling, we elevated the Toasted Marshmallow Range and festive menu items to create strong appetite appeal and a premium seasonal feel. The visuals were designed to work seamlessly across digital menu boards and social placements, ensuring consistency across all formats.
Social Media Strategy & Cultural Adaptation
On social media, we adapted the concept to feel locally grounded and culturally relevant. Using skiing and mountains as a visual hook, we instead highlighted Irish winter rituals, from sea swims and hikes to festive gatherings with friends and family. This allowed us to position Braeburn Coffee as the reward at the centre of those moments. Our social strategy included: Launch-focused content introducing the new range Lifestyle-led storytelling expanding the Après All Day concept Platform-specific video and image formats designed for engagement Ready-to-post captions aligned with Braeburn’s brand tone ll deliverables.
A creative seasonal campaign combining digital strategy, photography, and video production to launch Braeburn Coffee’s festive range across Ireland.
The Outcome
Within a compressed seasonal timeline, we produced a comprehensive suite of campaign assets designed to drive both awareness and sales. The campaign generated tens of thousands of organic views across social media, while both social content and in-store digital assets contributed to a measurable uplift in seasonal product sales. By combining strategic campaign development, high-quality production, and integrated social execution, we created a cohesive winter campaign that strengthened Braeburn Coffee’s seasonal positioning and drove commercial impact during the busiest retail period of the year.
Our Role
To deliver an integrated campaign within a short seasonal production window, we implemented a full-service, end-to-end workflow.
Our involvement included:
Campaign Strategy
Audience research, creative platform development, and integrated social and digital planning.
Pre-Production
Scriptwriting, moodboarding, prop sourcing, location scouting, and talent coordination.
Production
Art direction, set design, food and drink styling, and on-site talent management across two studio shoot days and one lifestyle shoot.
Post-Production
Professional video editing, photography retouching, graphic design, and multi-format resizing for digital placements.
Social Media Support
Development of a structured content calendar and copywriting for 15 ready-to-post social media assets.
This integrated production model ensured visual cohesion, efficient turnaround times, and commercial readiness across all deliverables.
We Delivered
- 32 studio images, plus additional formatting for multiple placements
- 32 lifestyle images, resized for digital formats
- 15 videos, including nine social media videos and six digital menu board assets
- 15 ready-to-post social media posts with copywriting
