Easter 2025
Easter is the second largest commercial moment for Waitrose after Christmas. The holiday provides a key opportunity to drive sales in the first half of the year. As the lead digital designer for the 2025 Easter campaign, I was responsible for rolling out the seasonal creative across all digital touchpoints. This involved translating the Easter toolkit into cohesive, user-focused designs for the website, mobile app, emails, and social platforms. My role was to create a seamless and visually engaging customer experience that supported product discovery and increased conversion. I highlighted key Easter shelves and hero products, ensuring the seasonal range was easy to explore and shop across all channels.
The final designs not only aligned with the brand and campaign strategy but also enhanced the overall digital journey, making the design and shopping experience feel exciting, accessible, and consistent wherever customers engaged with it.
Adapting the Easter toolkit for digital platforms was the first step I took when approaching the brief. I started by reviewing how the colour palette would perform across screens, with accessibility at the forefront of my mind. For example, the toolkit’s primary pink was only used at sizes above 14px to maintain legibility and meet accessibility standards. Similarly, I adjusted the yellow to be lighter and less vibrant in large-scale applications like the email background, since the original shade appeared overly bright on-screen and could cause visual fatigue.
When designing the Easter landing page, I explored multiple layout concepts to test different ways of showcasing the campaign and guiding users through the seasonal range. After evaluating the options, I chose to lean more heavily into the seasonal toolkit to create stronger alignment with in-store visuals and deliver a more cohesive customer journey. I extended this concept across all digital assets, ensuring consistency and visual identity throughout the campaign.
LookerStudio showed that the Easter landing page achieved an 82% engagement rate, up from 77% the previous year, reflecting a more streamlined and user-focused digital journey. By improving the clarity of navigation and product discovery, the design helped guide users toward key Easter product lines. This uplift in engagement directly supported a 92% sell-through of lamb and contributed to the online sellout of the pistachio Easter egg.
The increase in engagement was also reinforced by a consistent cross-platform experience, which helped drive higher-quality traffic to the site. By aligning design with visual identity and campaign goals, a more intuitive and
conversion-focused experience was curated that delivered measurable results.
The Easter social media assets were an overall success, especially the Sunny Side Sam Return! assets I created for Meta. This asset drove millions of impressions and generated thousands of purchases, contributing a significant percentage of total campaign sales. It also achieved a significantly more efficient Cost Per Action (CPA) than the campaign average, being nearly 50% more cost-effective. This highlights how strong visual consistency and platform-optimised design helped maximise performance.”
This performance may be due to a combination of factors, including a strong, cohesive visual identity that built campaign familiarity, platform-optimised design, and timely, relevant messaging. While the visuals helped the assets stand out in users’ feeds and reinforced brand recognition, their success was also supported by strategic content planning and effective seasonal positioning.
The Easter email also performed well, achieving a click-through rate of 4.34%, a significant jump from the year before. Adding motion through the use of GIFs helped increase visual engagement by bringing the content to life. Especially on mobile, where movement draws attention and improves scannability. To further support personalisation and relevance, four tailored versions of the email were deployed, based on customers’ order history and dietary preferences. For example, customers identified as vegetarian were shown an alternative roast offer in place of the lamb offer featured in the hero. This personalised approach contributed to a more user-centric experience and likely supported the uplift in engagement.