Brand messaging

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Foodee: Local Food. Company Culture.

As a freelance copywriter for Foodee, I often get asked to help clarify and simplify the brand message. This came to a head when I worked with the creative team to update their “About Foodee” marketing video and re-write the “About Us” page to match the new company direction.

Foodee new brand messaging and video

In collaboration with the marketing team and an outsourced video team, I wrote the narration for the brand video below (or watch here):

Foodee – Local Food. Company Culture. from Foodee on Vimeo.

Foodee’s new About Us page content

Here’s the updated content that I wrote (or check out the web page):

Until recently, employees at companies across North America were reduced to eating bag lunches alone at their desks and—on special occasions—sharing wasteful, tasteless catered meals. Meanwhile, local owner-operated restaurants with delicious homemade meals had to close their doors for lack of customers.

And then in 2011 Foodee was born. Founders Jon Cartwright and Ryan Spong aimed to liberate corporate office culture from sad desk lunches and bad catering once and for all. This dream became a reality in 2013 when Ryan, now a reformed investment banker and successful restauranteur, became CEO.

Here at Foodee, we know that local owner-operated restaurants take great pride in serving fantastic food. Many of them are institutions in their local communities. They support local farmers and growing families, serve high-quality food and have a smaller footprint on the world (at least compared to chain restaurants).

We also get company culture. We understand how challenging—and time-consuming—it can be to establish a community of happy, healthy and engaged employees. That’s why we work hard to build a relationship with every client and become a part of their community. Knowing just what an office manager, coordinator, or executive assistant needs (and what their company wants) allows us to deliver by bringing people together over a shared meal.

Foodee connects these two worlds and makes them stronger and better together. Corporate meals are now local, delicious, easy to order and delivered on time (and without stress). High-quality local restaurants stay open—and thrive—because we help simplify operations, increase sales and unify brand experiences. Our delivery service also prioritizes environmentally-friendly packaging (compostable wherever possible) and eco-friendly delivery methods, such as grouping orders together.

Foodee has delivered over 2,000,000 office meals in 10 cities across North America—and is continuing to grow. Despite our progress, our mission has stayed the same since our grassroots beginnings: we deliver food that makes a difference.


a Sunday in August wines

a Sunday in August is a local British Columbian wine brand that makes almost exclusively natural wines. That is, they use organic or biodynamic grapes and make delicious wine without adding sugars, yeasts, chemicals, additives or sulfites like the majority of wine brands do. They turn grapes into wine.

As an ongoing client of mine, I help a Sunday in August brand and market themselves as the cool, young and fun natural wine brand they are. Their labels are hand painted by trending female artists and designed to stand out among a sea of wines.

Together, we are celebrating traditional winemaking practices and marketing them to a young, emerging demographic of wine drinkers. I join strategy meetings, create email, social and website content and provide feedback for CPG design (ie. bottle, labels, caps, price and so on).

We are currently updating their website at

Here’s a product shot I took of the first wine with their latest branding (see the updated logo):