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INFORMATIVE
I create compelling copy that is backed up by research. Following an interview with Fortnum & Mason’s honey producer, I highlighted our unique honey’s when they were in season with an article on Things You Never Knew About Honey.
Authoritative
Famous for its rare blends and unique brews, Fortnum & Mason chose to highlight eight of its finest teas for its Spring 2020 window displays. I wrote all of the copy for these windows - with the playfulness, wit and authority that defines the Fortnum’s tone of voice.
Focused
From campaign ideation to the finished product, I work across the entire project to ensure that the copy is aligned, accurate and exceptional. In February 2020 for our Valentine’s campaign, Fortnum’s became the first store to ever have a real chapel built inside it - a chapel where couples could actually get married. From the initial concept of this campaign to the first wedding inside the chapel, I worked with colleagues across the business to bring the concept to life.
Knowledgeable
With a strong background in food, I know my subject extremely well. From studying a masters in Social Anthropology - with a focus on the Anthropology of Food - to working with food producers, managing farmers’ markets and writing freelance on food and sustainability, I have exceptional research skills and the ability to make food sound irresistible.