Recent work

Orchard – Equal Choice campaign

Category | eDMs, Search, Websites

In 2013, I was engaged by Orchard to write the copy for a campaign to promote Equal Naturals –  the new, 100% natural, stevia-based sweetener from Equal. Focused on the concept of ‘choice’, the campaign website ( is an online space where anyone can make choices on a whole range of relevant, fun, and controversial topics (from gay marriage to reality TV).

It’s a place where people can publicise their preferences – and debate their reasoning – with thousands of other users. As well as providing the initial direction for website copy and discussion topics, I also wrote a series of eDMs promoting the site to various audience segments.