Sir Kensington’s
You dip. I dip. We all dip.
But have you ever read the ingredients? (Ick.)
When going up against fridge door giants, Sir Kensington’s is a cheeky standout.
As copy lead, I helped the come-up brand go from underground foodie fave to top-shelf staple, stealing massive market share from Heinz and Hellman’s with its next-level flavors and curious copy style.
We beat bad-ingredient nostalgia by living and breathing “Condiments with character”. Through strategic storytelling and quirky messaging, the man with a monocle brought high-quality tasty to the mainstream, landing Sir K in every major grocery store and online retailer, including Walmart, Target, Whole Foods Market, and Amazon.
Product label
Let’s face it: no one wants to eat vegan mayo. Not even vegans. Eggs and oil, these are the fundamentals that make the famous sandwich spread. To sell Sir K’s vegan mayo to the mainstream we had to demystify aquafaba (aka, chickpea gold) in a way that was friendly and tasty—right on the label.
Website
To welcome Fabanaise to the flavor family, I wrote website product copy introducing the main attraction and spicy spinoffs. The language is playful, foodie-centric, and heralds Fabanaise as a new favorite spreadable.
In-store displays
When Sir K’s made it to mainstream shelves, I was there to support their in-store displays. We went for eye-catching copy with Sir K’s signature tongue in cheek that made choosing something new over the tried and true easy squeezy.
