Copywriting & content creation

As in-house Communications Executive at Sorted Food, I led on copywriting for 2 years, defining and embodying the business’ tone of voice. This included writing for web, email, social media and product.

The tone? Playful, friendly, tongue in cheek.

The purpose? To entertain, educate and inspire a global community of over two million food lovers.

I wrote all the copy for emails to members and newsletters to subscribers. The first image shows a Valentine’s Day campaign based around the love of food and friendship rather than the ‘traditional’ romantic love angle. I wanted to get readers to reflect on the value of their Valentine’s Day purchase and add a touch of humour.

The second screenshot shows an excerpt from the weekly newsletter I produced. As always, the copy was intended to be fun and to inspire readers to get going in the kitchen.

I wrote UX copy for Sorted Food’s meal planning app, Sidekick. This included writing compelling stories about the ‘Meal Packs’ available to users, as well as collaborating with the Ecommerce and Product teams on the user journey within the app.

I also planned the content and wrote all the copy for social media channels, reaching over 1 million people worldwide. The copy was fun and light-hearted to reflect the brand’s tone of voice, and I adopted a more ‘spontaneous’ tone to create authenticity.

The copy for the blog was a little longer and had to be helpful, educational and informative. I sought input from internal and external chefs to ensure accuracy before putting a Sorted Food spin on things.