Budding Traditions
To bring a fresh twist to the holiday season, Surterra Wellness launched “Budding Traditions” , a fresh educational twist on our longstanding holiday campaign. It's a tongue-in-cheek, cannabis-infused guide to navigating holiday stress, social gatherings, and solo chill time with ease.
01 — The Ask
Our objective was to create an engaging, festive, and informative campaign that mixed humor, education, and sales promotion all while staying accessible to both seasoned users and curious newcomers.
02 — The Process
As Senior Copywriter, I led concept development and wrote every piece of campaign copy including headlines, product descriptions, and all-things related to the devlopment of pseudo-mascot Gigi. I also collaborated on visual direction, helping shape the cozy, retro-inspired aesthetic while ensuring the tone stayed festive, approachable, and on-brand throughout.
All copy by Quincy Bazen
All copy by Quincy Bazen
03 — The Result
The campaign helped boost seasonal product engagement, particularly for featured items like Heights Mints and Live Rosin Vapes. It also strengthened brand connection by blending "vibes" with quantifiable education that resonated with both loyal customers and canna-curious newcomers. The guide was so popular, it has returned every holiday season since.
+22%
Loyalty Member Increase
+19%
Sales Over Previous Holiday Season
+35%
Lift In Units Sold