Erin Reitz

Campaigns

Seattle Reserve Roastery Spring Pop-Up

The Project: To connect serious Starbucks Coffee enthusiasts directly to the product’s origins, a coffee plant store was installed in the Roastery. I wrote all in-store collateral including plant stakes, merchandise cards, and a takeaway botanical art piece. Social media included static and animated Instagram feeds, as well as a comprehensive Stories narrative with Q&As, savable wallpaper, animations, and a #CoffeeStartsHere hashtag.

The Outcome: Customers bought the plants, which was a formidable goal in a retail space that is extremely tourist-centric. Social media also had very high engagement for the Reserve/Roastery sub-brand.

This tagline is my pride and joy.

Princi Seattle Flagship Opening

The Project: Starbucks wanted to establish Princi—a popular Milanese bakery—as its own recognizable brand in the States. The creative team filled the space with fun and compelling storytelling, including unique print pieces customers could keep to remember their visits. I wrote Rocco Princi’s tear-away bio (also engraved on a bronze plaque beneath), menus, and several “Princi-isms” coasters, which composed a focal wall display. Instagram posts highlighted the atmosphere of the new store.

The Outcome: The print items were taken by customers and social posts had some of the highest engagement under the Princi brand. The creative balanced the history and craft of Princi’s products with a bright whimsy to welcome new loyalists.

Tommy Bahama Live The Island Life Catalogue & Campaign

The Project: For Spring 2017, Tommy Bahama embarked on an ambitious creative path to establish a new “lifestyle leader” authority. A familiar warmth in imagery and tone was required in order to excite and retain brand devotees. We created the biggest mailer in company history that evoked both legacy and newness. I wrote the entire 132-page mailer, which included location-specific packing lists, design features, recipes, and an introduction to the brand’s new Manhattan restaurant. Copy was then adapted for the website and social media.

The Outcome: All brand facets were revitalized and given a sense of continuity. Media visibility increased, and the company got the shot of sophistication it wanted. The enduring campaign inspired new products and social posts for months, and was used to revamp outdated taglines and social bios.