Copywriting & editing

At the Jamie Oliver Group, I crafted inspiring, world-class content and copy for all the business’s digital needs, from jamieoliver.com to the Jamie Oliver Cookery School and Jamie’s Ministry of Food. The tone of voice varied according to the purpose, which made writing a fun challenge.

The tone? Enthusiastic, approachable, down-to-earth, conversational, with plenty of colloquialisms thrown in.

I led on the curation and creation of copy for the company’s weekly newsletters, as seen in the pun-laden bean beauty above. Reaching over 500,000 readers across the globe (and actually opened and click-throughed by a high percentage of them!), the newsletters were a chance to speak directly to the audience, building brand authority, driving website traffic and purchases of Jamie’s products.

I also wrote long-form features for jamieoliver.com to inspire and educate audiences, and sometimes to promote Jamie’s products. Try one of these on for size:

• How to make the very best sandwich
• 10 reasons why you need the Super Server this summer
• 6 fun flavoured ice-cube ideas

Finally, I was part of a major project to overhaul the class descriptions for the Jamie Oliver Cookery School as part of their rebrand. This required transforming long paragraphs of copy into short, punchy bullet points that channelled the energy and positivity of the classes.