Milk Bar is an award-winning bakery by James Beard, award-winning pastry chef Christina Tosi.
Milk Bar came to us for help with growth copywriting, and within 3 months we owned all copy needs across the brand. What started as a 3 month project turned into a 2+ year integrated partnership where we functioned as their internal copy team. We worked cross-functionally in the org on copy, messaging, tone of voice, growth strategies, campaign concepting, and SEO. We wrote copy across all consumer touchpoints: email, web, product, ads, TV, podcast, direct mail, OOH, bakery signage, packaging, merch, CPG, and more.
Summer of YES
We collaborated with the Milk Bar team to dream up their summer campaign: Summer of YES. We owned messaging strategy and copy execution for web, social ads, bakery collateral, and direct mail.
For Valentine’s Day, we dared people to live with their heart on their sleeve, their belly full of fudge, and to make the first move—with treats, of course.
We teamed up with the Milk Bar team to define the campaign concept, craft the messaging strategy, and execute the copy for their online store, A-frames, bakery collateral, direct mailer, and paid ads.
Paid Social Ads
We wrote ad overlays and descriptor copy for evergreen, holiday, and seasonal paid ad campaigns, along with exclusive product launches, and more.
Lifecycle and Marketing Emails
We worked with Milk Bar's senior designer and senior lifecycle marketing manager to concept and write 4-6 emails a week, refresh lifecycle emails, craft compelling messaging for product launches, and more.
Wrote web copy for online and grocery store products: hero, product trays, product descriptions (including merchandise), loyalty club modules, etc.
We collaborated with the Milk Bar team on everything from packaging and campaign language to web copy, ads, and emails to launch the new grocery store product Batter Bites.
"Within 60 days of bringing Mango into our direct-response copy channels, we saw web conversion increase by 27% and email click thru rates increase by 51%.
Their team has a keen point of view, incredible speed, and a sense of humor that allows us to work quickly while not sacrificing quality, and have fun along the way."
CHIEF MARKETING OFFICER