Ethel M Chocolates
Creating the perfect Valentine’s Day
Showing love with chocolate.
Matchfire and Mars Wrigley have had an ongoing partnership for many years via the Premium Brands sector of the famed chocolate conglomerate. As one of the branches within the Premium Brands world, Ethel M Chocolates has relied on Matchfire to fulfill many of their creative needs, especially for seasonal campaigns that compromise a sizable chunk of their business. This past Valentine’s Day was no different, as the holiday of love required a bevy of new product photos, social media posts, point-of-sale advertisements, billboards, and more.
As a junior designer, I was a major part in getting all of these materials ready for the public eye. This meant doing everything from editing photos to being the main creative tasked for an advertisement seen by thousands of people a day. Although the process was sometimes daunting, and almost always a bit hectic, getting to be such an essential piece in the formation of this campaign was an incredibly rewarding experience.
Mockup of digital billboard made to be displayed inside of Harry Reid International Airport
An 8.5x11 printed sign advertising the Valentine's Day chocolate collections to in-store customers.
An 8.5x11 printed POS sign advertising the Lights of Love event to in-store customers.
Left: One option for a POS Sign advertising Ethel M’s seasonal Valentine’s tastings.
Top Right: Second option for for a POS Sign advertising Ethel M’s seasonal Valentine’s tastings.
Bottom Right: A digital sign advertising the Valentine's Day chocolate collections to in-store customers.
Photoshopped lifestyle images for Ethel M’s website used for evergreen and seasonal collections.
(Note: I did not take any of the original product images—I only assisted in photo and composition editing)
I would also like to thank and properly credit members of my creative team who I worked to make this campaign happen:
Lea Brandy, Creative Director
Ed Marshall, Sr. Designer
Sydney Gelb, Brand Strategist
Martha Vaughn, Account Manager