ABOUT

As lead writer for the Tesco Finest relaunch, I developed a new tone of voice in line with the range's new direction. The copy had to pull out the best things about each product - the elements that put it in the upmarket tier rather than the standard tier - for example an exciting ingredient or an authentic recipe. The copy also had to fit with specific new designs for each product.

I wrote and edited over 1,400 pieces of packaging copy with supporting marketing copy. I briefed and gave feedback to a team of writers, working alongside a copywriting agency. I also liaised with several external packaging design agencies, internal managers and products teams at Tesco.