Sector
Retail
Retail
(print magazine and social)
The brief
As a freelance editor at Cedar, I was commissioned to work on Christmas at Home, a 44-page magazine (circulation 2 million) that needed to showcase Tesco’s range of festive decorations, stylish tableware and beers, wines and spirits. Alongside the print version, assets would also be used across social channels and the Tesco Real Food website.
The role
Idea generation•Copywriting and editing•Planning photoshoots•Briefing food stylists and home economists•Overseeing tone of voice and copy•Client meetings•Working closely with art directors, designers and account managers•Creating spin-off ideas for social platforms
The challenge/response to brief
Our original response to the brief was to create a publication that would provide audiences with helpful tips on being the perfect host. However, due to covid and the client's new brand guidelines surrounding the pandemic, we suddenly found ourselves unable to mention any references to parties and gatherings. To get around this, the focus shifted to making festive moments at home even more special.
Layouts from the 44-page issue:
(print magazine and social)
The brief
I was asked to collaborate with an art director/designer to create a 10-page summer-drinks inspiration section for the July/August issue of Tesco Magazine (circulation 2 million) to promote the brand's range of beers, wines and spirits. Assets would also be used across social channels, paid-social campaigns and the Tesco Real Food website.
The challenge
Because this section featured 'sold' pages, there were lots of stakeholders involved in the sign-off process. We had to adhere to the brief supplied by Tesco, meet the needs of its marketing and drinks buying teams, as well as the drinks companies who were paying for inclusion who all had their own brand guidelines on how drinks and serving suggestions could be shown.
The role
Idea generation•Copywriting and editing•Planning photoshoots•Briefing stylists and home economists•Overseeing tone of voice and copy•Client meetings•Working closely with art directors, designers and account managers•Creating spin-off ideas for social platforms
Response to brief
We created pages that included inspiring cocktail recipes, drinks news, food and drink pairings, and ideas for picnics, barbecues and sundowners.
Layouts from the summer drinks section:
OTHER PROJECTS
Facebook Canvas ads and YouTube hosting hacks
We created a series of fun festive videos to showcase quick and easy ideas for hosting parties, including canapés, desserts and cocktails. Different versions were aimed at particular consumer groups, including 'foodie' millennials, novice cooks, and parents with grown-up kids. Stop-motion, interactive tilting and animations were incorporated and some elements were repurposed to create Facebook Canvas ads and YouTube hacks, like this one for a Caprese wreath.
We created a series of fun festive videos to showcase quick and easy ideas for hosting parties, including canapés, desserts and cocktails. Different versions were aimed at particular consumer groups, including 'foodie' millennials, novice cooks, and parents with grown-up kids. Stop-motion, interactive tilting and animations were incorporated and some elements were repurposed to create Facebook Canvas ads and YouTube hacks, like this one for a Caprese wreath.
Recipe web app
I worked closely with a UX designer to create a festive recipe app to help customers with their meal planning. Dishes included vegan, vegetarian and gluten-free choices and users could browse recipes or ask the app to generate a bespoke three-course menu. Tesco promoted the app through its social channels.
I worked closely with a UX designer to create a festive recipe app to help customers with their meal planning. Dishes included vegan, vegetarian and gluten-free choices and users could browse recipes or ask the app to generate a bespoke three-course menu. Tesco promoted the app through its social channels.
SEO enabled articles for Tesco's Real Food website
I adapted features from Tesco’s print magazine into articles for its Real Food website, using ‘curated list’ formats for SEO, such as numbered articles, listicles and photo galleries. These included articles on fixing Christmas dinner dilemmas, tips for hosting like a pro, seven steps to turkey success, festive drinks and easy Christmas starters.
I adapted features from Tesco’s print magazine into articles for its Real Food website, using ‘curated list’ formats for SEO, such as numbered articles, listicles and photo galleries. These included articles on fixing Christmas dinner dilemmas, tips for hosting like a pro, seven steps to turkey success, festive drinks and easy Christmas starters.
You can find the print issue here. Its monthly circulation is 2 million
Festive food guides
Christmas starts early for brands, so for quite a few summers I've looked after festive food guides and publications as a managing editor. These include a Christmas ‘look book’ that was inserted into the Sunday Times and other weekend broadsheets, and Tesco Festive Food to Order, which is an in-store 64-page publication for customers to pick up. Typically the role involves:
Copywriting•Overseeing tone of voice and brand guidelines•Sub-editing•Editing with InDesign•Managing a team of freelance sub-editors•Liaising with clients, designers, art directors and account managers•Editing and passing pages for press•Managing schedules, deadlines and the client’s CMS
