European Wax Center wanted to connect with their consumers on a more personal level, so they took up a cause that was directly affecting each and every one of them: The Pink Tax. The Pink Tax is the extra amount of money women are being charged on basic products and services just because they’re pink… and just because they’re marketed toward women. As a brand that empowers confident women, we picked a fight against it. Our goal was to raise awareness and encourage consumers to take action. We created an integrated campaign, leveraging digital, print, OOH, influencer marketing, retail, and even a comedy show, all showcasing how EWC is committed to leveling the playing field for all.
You hear that? The sharp slice, the scorching sizzle, the dressing drizzle, the cookie crunch, the footsteps inching closer and closer to the kitchen. It’s the sweet symphony of HelloFresh. And because it sounds different in every home, that’s what makes it so special. No matter if you’re a family of four or it’s just the two of you, we can guarantee that your cooking experience with HelloFresh will be a memorable one. We’ll bring the convenient weekly drop-offs and quick, mouthwatering recipes, and you’ll put on the show. Get ready for Mealtime: The Musical.
Every woman who leaves EWC doesn’t just walk out… she struts out. We hosted ten positive, influential women for a retreat at Glenmere Mansion in upstate NY to kick off our Strut Society 2018 campaign.
The concept of this campaign was based off our belief that confidence comes from feeling good in your own beautiful skin. Strut Outside Your Comfort Zone is about personalizing this feeling of confidence, inspiring you to take on new experiences, achieve your goals, and embrace any challenges that may come your way.
Alexa, move over. Because we’ve got something better than a disembodied voice helping you in the kitchen. We’ve got MINDY KALING, the self-proclaimed “solid, B-minus cook.”
We created a sitcom-styled webisode series where Mindy herself “teaches” us a thing or two about cooking, while enjoying herself in a kitchen that’s, well, very obviously not hers. In each episode, she makes a different HelloFresh meal for a different occasion, relying on her sense of humor and our easy recipe cards to guide her.
The takeaway? You don’t need to be a great chef to cook—or help others cook—a delicious HelloFresh meal. All you need to do is have fun with it.
Do you ever find yourself facing those cringe-worthy questions from a certain family member during Thanksgiving dinner? Well, say hello to The Pass Master by HelloFresh! Now, you can effortlessly dodge any question you'd rather not answer with a press of a button. Here's the twist: we've made only one of these, and it's up for auction, with all the proceeds going to support City Harvest.
We partnered with Antoni Porowski to show our audience that great cooking doesn’t need to be complicated, especially with HelloFresh. As he walks us through the process—from ordering on our app to each step of a Hall-of-Fame recipe—he’ll emphasize how we teach you all the kitchen techniques you need to know… but like, the abridged version.
The punchline: when you sign up for HelloFresh, you get so much more than ingredients in a box. We help homecooks achieve next-level skills without them even knowing it—because everyone deserves to cook well and eat well at home.
In honor of the new movie, Minions: The Rise of Gru, HelloFresh and the Minions partnered to bring mayhem right to customers’ kitchens. How’d we get together? Glad you asked! In a plot to impress Gru’s favorite villains, the Vicious 6, Gru and his Minions infiltrated the HelloFresh kitchen and snuck pizza toppings into every order. And so, our Cook Up Some Mischief: Minions Pizza Challenge was created. An exclusive pizza-making kit that includes fresh, diabolically-delicious ingredients, encouraging consumers to channel their inner Minion by creating Minion-shaped pizzas.
With this campaign, we called on all Minion lovers to create their own Minion and share the mayhem for a chance to win one year of free HelloFresh, a limited-edition Cheese Blaster, free movie tickets, and fun co-branded kitchen swag!
Neil Patrick Harris and David Burtka both have impeccable taste. And isn’t that all you really need to be an influencer these days? Well, they soon find out it’s not quite as easy as it sounds.
In a series of spots, Neil and David attempt to become social influencers in their own right—and almost fail miserably. But thanks to the ease and deliciousness of HelloFresh, they’re able to make it through. Because despite their shortcomings and hilarious missteps, one thing remains at the center of it all: a crowd-pleasing meal courtesy of America’s #1 Meal Kit.
Just because your belly’s full, your wallet doesn’t have to be empty! Cue EveryPlate. America’s Best Value Meal Kit.
Even the sweetest of girls has a dark side. We sourced ten influencers who proudly represent our brand personality and asked them to let their wickedness come out to play, showing the world their spooky alter egos.
I worked as the lead copywriter, writing all paid and organic social copy, ensuring each post played off European Wax’s cheeky, millennial tone of voice.
At The Pets Table, we believe there’s a better way to feed our good boys and girls. A way that gives every pet—the long-haired, the short-legged, and the spotted alike—a seat at the table, with healthy recipes developed with vets and made from wholesome ingredients that humans trust. So say farewell to fake, processed stuff and raise a bowl to feasts that will fuel years of friendship.
I worked as the lead copywriter on all of Laura Mercier's social channels (Instagram, Facebook, Twitter). Additionally, through the process of developing a more elevated, premium brand voice, I worked with the Senior Copywriter on crafting Laura Mercier's voice and tone for their brand playbook.