Plated

From 2018 to the company’s end in late 2019 I was promoted to their Copy Director, allowing me to oversee all aspects of the brand’s refresh as well as how to verbally communicate all of their new offerings. Plated was ahead of the curve when it came to challenging the capabilities of what was possible in the Meal Kit subscription space. They were the first to introduce appetizers, brunch, sides, and a full Thanksgiving menu. The experience allowed me to face new challenges daily and solve them alongside an amazing creative team.

2019 Brand Refresh

The original branding for Plated did not work hard enough to set their meal kit apart from competitors. Working with my Creative Director and Art Director, I advised on and wrote completely new branding for Plated. This task included:

Updating the company vision and founders’ stories

Creating a new core tagline for the brand

Describing our core customer and her needs

Identifying key communication themes, value props and a manifesto

Refresh the brand voice, pulling away from the over-eager, cheerleader-sounding chef and moving toward a casual, yet confident and helpful “chef friend.”

To view the guidelines in detail, click here

Packaging Refresh

After the branding refresh, we began translating the new look, feel, and voice across all touchpoints—including our subscription and in-store packaging. I leaned on our newest tagline: Meals Worth Making in order to drive home the high quality experience that customers would receive with every box.

Mother’s Day Email Example

For us to stand out against our competitors, we wanted to lean into the emotional associations that food evokes in our everyday lives. One such opportunity was our Mother’s Day email, where we decided to put moms first with a thoughtful appreciative email, letting any promotion or sales-driven opportunity to take the back seat. We received so many notes of thanks from moms everywhere.

Back to School Campaign

Just one of the many campaigns I helped spearhead while at Plated was our Back to School Campaign for 2019. Our challenge was to show customers how Plated, not only fits into their lives when schedules get hectic, but also to make the time spent together memorable.

Introducing fun educational facts and tactile experiences, this campaign became more about learning and sharing time together all while cooking amazing food.

To view our final campaign concept deck, click here.