Copywriting Portfolio

Copywriting that hits deeper. Don’t just take my word for it. See for yourself.

Social Media Spec Ad: Innocent Drinks

I created this social media spec post for my Level 4 Copywriting qualification. The brief was to use Facebook to promote a new Beet, Banana and Pineapple Smoothie for Innocent Drinks. 

As someone who mentally narrates their life in the style of whatever they have been reading, I’m confident adapting Tone of Voice (TOV) for different brands. Innocent have a very distinctive, delightfully silly and playful TOV.  I matched this through whimsical storytelling, personification and puns. 

An element that is sometimes overlooked is pacing. Thoughtful paragraph breaks can make a longer social media post readable and keep the story rolling along at a punchy pace. This is perfect for social media.

For this spec ad, I used the Edit Anything Chrome extension to overlay my own copy (temporarily) over an Innocent Facebook post as part of my creative process.

Find out what I can do for your brand’s Tone of Voice!  

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Does your day need a beetroot boost? Our Beet, Banana and Pineapple Smoothie is packed with health benefits you can’t beet… Unpopular opinion: veggies taste GREAT in a smoothie! Beets are the quiet heroes of the vegetable world. They’re bursting with antioxidants, kind to your gut and might even enhance your brain power. Not that you need it, of course. So we decided to see how well fruit and veg can really get along by putting Brainy Beetroot in the ring with Bananas Banana and Party-girl Pineapple. 🥊Round 1: Ding-ding! Party-girl Pineapple throws a punch, laden with tangy Vitamin C, but Brainy Beetroot wears her down with an antioxidant-infused treatise on philosophy. Meanwhile, Bananas Banana uses their potassium power to launch a line of appeeling natural skincare products. We’re on the edge of our seats! 🍍Round 2: Party-girl Pineapple settles back with a pina colada while Brainy Beetroot bores her to sleep. Where is Banana? Did they split? 🧠Round 3: Brainy Beetroot is taking the lead, with Pineapple in a stupor and Banana just mush on the floor. Nobody could have predicted this. 🥇Final round: Brainy Beetroot is the clear winner. The crowd goes wild! But, what is this? Beetroot, Banana and Pineapple are piling in for a group hug. A heavenly light shines down on them and suddenly, a glass of delicious smoothie appears in their place. It’s the miracle we’ve all been waiting for! Make smoothies, not war. After that heart-warming performance, we must know: are you Team Beet, Team Pineapple, Team Banana or Team Smoothie? Comment below to cast your vote and check out our smoothie page to find out more!
[Envelope copy:] Could you make room in your heart and home for a furry friend? Peek inside to find out more! Blue paw print image.

Spec Direct Mail: Cat Shelter

Click the envelope copy to see the letter inside! 

I created this spec direct mail for an imaginary local cat shelter as part of my course. I wrote from the cat’s perspective to engage the reader’s empathy and create a heartfelt sense of urgency. This was a great opportunity to explore longer form copy. 

Could direct mail or email campaigns help bring in leads for your business? See how I can help!

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Spec Direct Mail: Street Cat

Click the envelope copy to see the letter inside! 

This version shows how I would adapt the cat’s voice to give them a snarkier, more street-smart personality. The alternative TOV would appeal to a different audience who respond to a more humorous, irreverent tone. 

Want to find a TOV that gives your brand an edge?

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[Envelope copy:] Hey you! Wanna be a hero to cats? Open up… if you dare! Pawprint image.

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