I spent 4.5 years at FreshDirect crafting everything from product descriptions and emails to box inserts and print ads (and everything in between—and I do mean everything).
As the sole copywriter for most of my career there (and eventually managing editor of freelancers, interns, and an in-house copywriter), I was an integral part in shaping the brand into what it is today as viewed by the growing customer base—a fresh, fun, innovative food-tech company, on top of trends and influencing (and dominating) the online delivery market.
I named, helped design, and managed the blog and its integration and success in FreshDirect marketing by developing a content calendar with our photographers, social media manager, copywriter, and interns to coincide with promotions and tent poles. My authored blog content covered everything from highlighted promotions and integrated partnership content to tips, inspiration, and producer stories.
A sampling of emails that gave customers reasons (and promotions) to keep them coming back.
At the Office (B2B) Emails:
Aware non-tryers (leads)
Website and mobile
My most prolific work covered product copy (website and apps) for the business, including food descriptions (fresh and private brand items, including labels), promotional landing pages and banners, sweepstakes, UX, “help” and emergency messaging, and customer service language (from chat templates to scripts for voice shots).
Social Content Development
I worked collaboratively with social media managers, photographers, and merchandisers to develop content for FreshDirect’s growing social channels. Below are examples from Facebook and Instagram where my copy was used to highlight new products, promotions, and blog posts.
Social Media Management
For six months in my first role at FreshDirect in 2012/2013, I managed and developed content for the early Facebook and Twitter channels, using available promotions to engage customers before the company was ready to make an investment in content.