Tone of voice, copy & content creation

As the in-house copywriter and communications specialist at Sorted Food, I led on copy and tone of voice across web, email, social and product.

Basically, I did it all, from UX and naming for the Sidekick meal-planning app, to user journeys, email retention schemes and social media strategy, reaching over 1 million people worldwide on a daily basis. I also weaved in broader industry expertise through collaborations with key industry figures such as Ravneet Gill, Poppy O’Toole and Karan Gokhani.

The tone? Playful, friendly, tongue in cheek. The purpose? To entertain, educate and inspire a global community of over two million food lovers.