COPYWRITING
When the right words matter
PURPOSE-DRIVEN copywriting FOR EVERY TOUCHPOINT
Whether you’ve got the side of a bottle of pop or an 800-word blog, every sentence counts. Here’s where YOU’LL FIND COPY THAT GRABS ATTENTION AND DEMANDS A response.
Got a copy brief? Get in touch and let’s get it cracked.
GOPUFF
UK LAUNCH WITH OOH, DM AND ECRM
LARGE SCALE OOH ACROSS LONDON
Behind the words: America’s first and biggest name in last-mile groceries, Gopuff, landed in the UK in 2021 into a cluttered and confused marketplace.
The mission was to launch the brand to new and existing last-minute shoppers, starting by finding its voice (both for the UK and Europe as the brand expands). We needed to compliment the US brand, while toning it down for UK audiences, yet stand out from the crowd while being super clear on what they delivery (as the name gives nothing away).
STRONGLY FOCUSING ON ECRM AND SOCIAL, ALONGSIDE A BIG BUDGET OOH LAUNCH IN THE COUNTRY’S MAJOR CITIES AND LARGE SPONSORSHIP DEALS, WE MADE SURE GOPUFF WAS HARD TO IGNORE.
Role: UK and European Copy Lead, crafting European Tone of Voice guidelines, plus copy for all UK touchpoints.
Agency: AMP London
PARTNERSHIP WITH THE O2
SOCIAL MEDIA
MAJOR INVESTMENT IN DM AND ECRM CAMPAIGNS
LOYALTY DRIVER DM (FRIEND GET FRIEND PROMOTION)
The Guardian
48-Sheet Poster
Behind the words: The brief was to produce a one-off ad to inform the nation about the arrival of the first smaller, Berliner, format broadsheet. In a perfectly 'Guardian way, of course. On placement at DDB, partner Lucy Clark and I, settled on this little nugget of a poster. Open to the entire creative floor, we were pretty chuffed with this, our first big poster.
Role: Developed a one-off 48-Sheet poster idea, from concept to delivery. My copy line had to work with existing brand campaign line, look and feel.
Agency: DDB London
Shelter
tube cards
Behind the words: Tube cards and national press ads made up the bulk of a campaign to create greater awareness for the work Shelter was doing to help the increasing number of people being made homeless and living in temporary housing due to the national rise in living costs. Based on the observation that there are few things more satisfying than nabbing a seat on the tube, these posters were written to be read while seated, making use of the long dwell time to prompt commuters into action.
Role: Developed the concept and crafted these copy-led tube card posters.
Agency: Hooper Galton
VW Passat Fleet Cars
Ambient Washroom Poster
Behind the words: This ambient ad was conceived to attract the attention of drivers of company cars, and ran in motorway service station washrooms up and down the country. It had fun with the VW Passat tone and campaign line 'Luxury you could get used to', so knowing the location of the ad is vital for understanding the playful headlline.
Role: Developed a one-off ambient idea from concept to delivery. My copy line had to work with existing brand campaign line, look and feel.
Agency: DDB London
Britvic
Cross-brand on-pack promotion
Behind the words: When the successful 'Reward Your Thirst' promotion returned for its second year, my task was to write bespoke 'Win' messaging for each bottles of the Britvic soft drink range. Not only did I have to use the appropriate tone for each, but also make the £250 cash prize relevant to the different target markets across the six brands.
Role: Copywriter for cross-category on-pack promotion.
Agency: TMS London
HOUSE OF FRASER
press
Behind the words: Beyond the TV and radio briefs, House of Fraser required regular local press ads to promote in-store events. Much like the examples here, they often offered the chance to have a bit of fun.
Role: Crafted copy for these national press ads.
Agency: Hooper Galton
CARE INTERNATIONAL
'WALK IN HER SHOES' RECRUITMENT CAMPAIGN
Role: Developed the campaign from concept to delivery. Client-facing creative responsible for all copywriting (print, ECRM and digital).
Agency: TMS London
Behind the idea: Care International hold an annual fundraiser called 'Walk in her Shoes' which asks joiners to walk 10 thousand steps a day for 7 days in solidarity with the thousands of girls that are forced to walk miles each day to fetch heavy pales of water for their families. These walks are not only brutal on their bodies but also rob them of their childhood.
In order to draw attention to this cause, and get as many people to sign up as possible, we turned our attention to the nation's workforce. The aim was to get colleagues to rally together to take part and have fun doing it.
The campaign idea 'give every child a childhood' highlighted the plight of one girl, Ayanna, and took audiences on a trip down memory lane by giving them a nostalgic taste of their own youth. The simple joys and playful times that Ayanna was missing out on.
We targeted national railway stations with an attention-grabbing flyer in the shape of a paper aeroplane.
We then joined forces with Peer Perk to get our message inside offices, by supplying desk drops, ECRM, posters and watercooler stickers. We even helped plan organised group walks during the week, gaining their highest uptake since its start.
Yellow Tail
Integrated campaign
Behind the idea: Sarah Taylor and I needed to produce an engagement platform to entice wary wine drinkers to try something different. A platform that captured the 'intelligent wit' of the brand without straying too far from the visual brand guidelines.
The idea had to work in press but equally at point of purchase.
'Colourful thinkers join us' set out to inspire the nation to embrace their fun, positive side. We did this by putting an uplifting spin on the ordinary, making it extraordinary.
We took familiar phrases or statements relevant to moments in everyday life and disrupted them by adding a touch of cheeky Yellow Tail attitude.
Want to discover more of my work with alcohol brands? Step this way.
Role: Developed the campaign from concept to delivery. Client-facing creative lead, responsibilities included copy platform development, ATL and Shopper Marketing.
Agency: TMS London
Ella's Kitchen
in-print and online AS PART OF BRAND GUARDIAN ROLE
Behind the words: As brand guardian on Ella's Kitchen, I was incredibly close to the brand tone. This came in particularly handy when I was asked to write a 12-page Weaning Guide, alongside some ECRM, web copy and a hand-out for a national baby event. Here's a small sample.
Role: Brand Guardian and copywriter across their advertising channels.
Agency: Saatchi & Saatchi X
Lipton Ice Tea
campaign strapline, TRADE MAILER AND INSTORE COMMS
LIPTON ICE TEAVOLUTION YEAR 1: INSTORE COMMS
Behind the words: Sometimes as a writer all you are asked for is a line, but if it's a good one, your line can live long after your involvement.
On Lipton Ice Tea the client had bought into a headline but not an over-arching call to action. Then I was brought in to help. A short time later, 'The Lipton Ice Teavolution' was born. The line gave a fresh purpose and a focus to the creative, visual treatment and resulting fist-raising manifesto.
Year one, it popped out across in-store touch points, and led to the rousing trade mailer (seen below) which I also wrote. Year two, the line inspired a clever, and witty through-the-line campaign. I take credit for none of the latter. Simon Diss and Jamie Putnam did a fabulous job bringing the Ice Teavolution to life in all its oddly beautiful, perception-changing glory.
Role: Copywriter for campaign strapline and trade booklet.
Agency: TMS London
LIPTON ICE TEAVOLUTION YEAR 1 TRADE MAILER
LIPTON ICE TEAVOLUTION YEAR 2: OUT OF HOME AND PRINT
