GAIL’S Bakery
🥖 GAIL’s is the UK’s much-loved modern artisan neighbourhood bakery, who really, need no introduction.
✍️ As an extension of their creative agency Ourselves, I develop seasonal themes and roll out supporting copy across digital and in-bakery. I also worked on the copy for their innovative digital loyalty offering and app, which immediately rose to the top of the app charts.
Words I’m proud of:
Pure
🌯 Pure serve up deliciously good, refreshingly fast breakfast, lunch, coffee and dinner from their 17 London stores. Putting pleasure into food on the go.
✍️ I help Pure put pleasure into their corporate catering offering, not just food on the go. As an extension of their team, I write all of Pure’s B2B, and some B2C, email newsletters. I also rewrote their catering landing page.
Words I’m proud of:
👀 Email: Cherry good news: Our vegan cookies have arrived
👀 Email: There’s a new menu in town
👀 Email: Healthy food to make January meetings joyful
👀 Email: Ho ho hot drink and treat deal
Cutter & Squidge
🍰 Cutter & Squidge is the brainchild of sisters Annabel and Emily, who transformed their family-rooted passion for imaginative baking into a nationwide sensation – they were recognised in the Sunday Times 100, Britain’s fastest-growing private companies list, in 2023. Known for their handcrafted, natural treats like the famous ‘Biskie’, their bakery blends a sprinkle of mischief with a commitment to quality.
✍️ Cutter & Squidge approached me with the issue that their brand voice had tipped into being excessively sweet, missing the crucial blend of playfulness and sophistication that defines their perfectly crafted treats. I worked with them to define a new tone of voice, as well as helping to roll this out across their email newsletter over their busiest period of the year.
Words I’m proud of:
👀 Email: Oops, we overbaked!
👀 Email: Santa’s favourite stop
Ellen is an absolute delight to work with and we have never worked with someone who "got" our brand so quickly. She transformed our email flows, developed a new TOV and made brilliant guidelines for our team and agencies to work with. I would recommend Ellen in an instant.
Toto Pet Food
🐩 Toto is a bold, playful vegan dog food brand on a mission to keep carbon paw-prints light—daring to do things differently for pooches and their parents.
✍️ I was hired by Duzi Studio, a branding agency with a storytelling-first approach, to bring Toto’s vision to life and help the brand successfully launch in the consumer space. Using their brand guidelines as a foundation, I developed the website copy from the ground up. Starting with an initial Shopify template, I identified where copy was needed, built out the structure and wrote engaging content that showcased Toto’s USPs with a fun, high-energy tone. The result? A website that not only reflects Toto’s personality but also stands out in a crowded market of pet products, grabbing attention and getting tails wagging along the way.
Words I’m proud of:
Detox Kitchen
📦 Detox Kitchen is one of the UK’s leading healthy meal delivery services. My work with them spans across six years, right from start-up to multi-million pound business.
✍️ I worked alongside the Founder to establish the brand identity and tone of voice. Creating and managing the content strategy and calendar, while copywriting for all touchpoints including email, website, blog, print and organic and paid social.
Words I’m proud of:
👀 Paid social: Midweek meals made easy
👀 Paid social: Thomasina Miers collaboration
👀 Email: You’re in!
👀 Email: Forget 99 problems
👀 Email: Bang Bang Cauli joins the menu… with a bang
👀 Blog: Hit reset on your sugar habit
👀 Blog: What to eat in spring
Ellen is not only creative and original, but she works proactively and diligently. Her writing skills are excellent and she has always been able to adapt her tone of voice when addressing different stakeholders. I could not recommend her enough.
Planthood
🌱 Planthood is all-around nailing it with their healthy chef-made meal kits. But nailing it takes a lot of grit, determination and time, which is a lot to fall on the shoulders of two co-founders. They knew that email was a hugely untapped channel for them—they just needed someone to do it justice.
✍️ Co-founder Will gave me a light brief then let me go wild building out their email calendar and establishing their CRM and newsletter.
Words I’m proud of:
👀 Welcome email: Your plant-based journey starts now
👀 Welcome email: Maximum flavour, minimal chopping
👀 Service email: Now we’re cooking
👀 Newsletter email: Happy healthy hot girl summer
👀 Newsletter email: Be the host with the most time
Ellen quickly grasped our brand, TOV and marketing objectives and had a massive impact on our email marketing within the first few weeks of working together - increasing open rates and conversions. She's smart, creative and brings lots of wider brand expertise to the table too. I'd highly recommend her.
Octopus Energy Group
🐙 I may have a penchant for pastries and plant-based eating, but if you’re a brand that is doing good – I’d love to hear from you. A brand like Octopus, the industry game-changers on a mission to build a cleaner, fairer world for future generations.
✍️ To make a difference, Octopus recognised the importance of speaking to their customers’ needs and concerns consistently. My role was to capture their message and bring it to life through engaging content for their blog. To achieve this, I aligned with their brand tone of voice – straight talking, energising and personal. By using contractions, active phrasing and avoiding jargon, I was able to deliver content that resonated with their audience and supported their mission.
Words I’m proud of:
👀 Blog: How to set achievable sustainability goals
👀 Blog: Tips to save money when charging your EV
👀 Blog: What are the costs of employee benefits for your company?
Working with Ellen has been great, always great at communicating and great content.
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