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High-resolution selection of Copywriting work for Kipferl
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Kipferl / Food and beverage

A Christmas campaign written around appetite, memory and gifting.

Kipferl needed English campaign language that felt warm and specific to Austrian food without falling into generic festive phrases.

Industry
Food and beverage
Market
United Kingdom
Period
2025–2026

Copywriting

Challenge / 01

What had to change.

The writing built distinct routes such as “The First Bite of Christmas”, “Say it sweetly this Christmas” and corporate gifting copy, each tied to a visual and commercial role.

Films / 02

The work in motion.

Film / 15s

The Gingerbread Letter

Audio Captions

Vertical social film turning Austrian biscuits into a simple Christmas message.

Playful festive instrumental soundtrack with the campaign message shown as on-screen copy.

Transcript and visual description

Hands arrange gingerbread and biscuits into the word “YOU” on a Christmas table. The film moves into the line “Say it sweetly this Christmas” and closes on a table of Austrian biscuits with an invitation to order at kipferl.co.uk. Playful festive music runs throughout.

01 / 03

Delivery / 03

How the work was organised.

Scope

Message hierarchy / Campaign and product copy / Channel-specific adaptation / Seasonal campaign proposition / Film and advertising copy

  1. 01

    Set the message order

    Decide what the audience needs to understand, believe and do before polishing individual lines.

  2. 02

    Write for the decision

    Translate product detail and brand character into clear, useful language for each point in the journey.

  3. 03

    Apply and refine

    Adapt the message across page, ad and social formats while keeping the central proposition intact.

Gallery / 04

Gingerbread and biscuits being arranged into a Christmas message

01 / 03

Outcome / 05

What the system produced.

The resulting lines gave films, static assets, landing pages and social posts a shared voice while keeping product, occasion and action clear in every format.

  • VerifiedCross-channel model

    Google and Meta activity was reviewed together while retaining each channel’s role.

    March 2026
  • Shopify-ledSales source

    Shopify remained the dependable source of truth for commerce outcomes.

    March 2026
  • DirectionalAttribution

    Platform reporting informed optimisation without being presented as audited revenue.

    March 2026

Delivered

  • Core proposition and proof points
  • Website and landing-page copy
  • Advertising copy variants
  • Seasonal campaign proposition
  • Film and advertising copy
  • Product, gifting and social variants

Evidence status

The metrics describe the connected programme and are not attributed to Copywriting alone. Verified against the March 2026 performance updates. Absolute sales, spend and platform-return figures remain confidential; Shopify remained the sales source of truth and platform attribution was treated as directional.

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