Client: SPEC   The Happy Cow Cafe is a new vegan restaurant in its second year of operation. It is a small business with only two employees plus the owner. 

Challenge: SPEC  The restaurant is hoping to engage their existing customers and create a loyal following of those who value the cafe’s commitment to plant based foods. They want their clients to feel like family without being too pushy. The email is intended to increase holiday revenue through the sale/delivery of desserts. The brand voice is young, quirky, and a bit irreverent. 

Solution: SPEC I led with a catchy and fun intro to grab the reader’s attention and set a fun tone that would make the reader want to hear more. Immediately following, I introduced the benefit to the consumer—making their life easier. Finally, I summed it all up with some attention grabbing bullets. I also spoke of the cafe’s commitment to the vegan lifestyle in order to remind the audience that the cafe’s people are their type of people.

Copy: 

Hey good lookin’,

It’s our favorite time of year over here at The Happy Cow Cafe and we’re hoping to spend it with you! We’re fired up for the holidays with new menu items and desserts that’ll knock your Christmas socks off. 

And guess what! We’re making your life easier this season with something that involves whipped cream—vegan whipped cream, that is. Yip, we’ve got all the traditional—and some not so traditional—pies just in time for Thanksgiving, Chanukkah, Kwanzaa, Christmas, even Festivus if that's what you’re into. 

Take home our award winning pecan pie (it literally won the Miami Vegan Eats award!) or our new, and might we say, irresistible pumpkin spice cheesecake. Because, what is more irresistible than cruelty free cheesecake!? Well, possibly our orange cinnamon crème brulée, but that's beside the point. 

Pre-order your pie now and you’ll have it on your dinner table for the holidays. We will even deliver it to your door at no extra cost! So here’s the deal:

• We’ve got award winning pies

• You’ve got a busy schedule

• Pies can be delivered to your door

• Pre-order today

We hope our rocking menu and plant-based desserts help you to stay animal friendly for the holidays. We thank you, but most of all the animals thank you! 

And speaking of thank yous, we think you’ll be thanking us once you dig into our mouthwatering pies! 

Peace and holiday love,

The Staff at The Happy Cow Cafe