CHEF'S CUT
Just like every other great copywriter, I got my start writing about dried meat. While it sounds trivial, my time at Chef's Cut was an amazing opportunity that gave me creative freedom in a start-up space. Through many different platforms, I was able to develop our brand tone and get some laughs in places that people typically wouldn't expect.
Included in some of those laughs are videos for our fake app, Tender, on National Jerky Day and a "Meat-Lover's Lover" campaign for Valentine's Day. In a category that's historically only hit on one hyper-masculine note in its advertising, our approach allowed us to appeal to a previously untapped segment of consumers.
Several screenshots from our Instagram are shown below. Our tagline was "Take the Chef With You" and, rather than plastering the page with pictures of jerky, we created a place to showcase a lifestyle of thinking about the world in the way that a chef would.
