Your product is great. Your copy? Not so much.

You’ve spent years honing the brand, perfecting the recipes, sourcing ingredients, refining, improving, building something to be truly proud of. Then you put ‘artisan’, ‘premium’ and ‘carefully crafted’ on the label and wonder why it sounds like everyone else.

I can help. I’m Will, a chef-turned-copywriter with over 20 years’ experience working with food & drink brands to help them find their voices. I write copy that captures a product’s uniqueness and your audience’s attention.

How? By understanding what you do from the inside. Not from Wikipedia, not from ChatGPT, but from professional kitchens, wine cellars, and over two decades in the wonderful world of food & drink.

If you want copy with real flavour, with real bite, let’s talk.

Packaging Copy

Labels, descriptions, ingredient stories… I write copy that makes shoppers pick up your product, read it twice, and put it in their basket.

Website Copy & SEO

From simple launch sites to full e-commerce platforms, my web copy ranks, converts and reads like a human wrote it (because one did!).

Marketing Content

Email campaigns, social media, blog posts, landing pages… my ongoing content will keep customers engaged and coming back for more.

Branding & Tone of Voice

Whether you're launching or refreshing, I'll help you find the words that make your brand stand out and resonate, from the foundations up.

Drinks Copy

Wine labels, beer cans, spirit bottles, tea and coffee … I create tasting notes that whet the appetite and stories that wet the whistle.

Naming

Whether it’s a new brand or a refresh, products or a range, I think laterally to create names that capture a feeling and customers’ attention.

I know my onions

I trained as a chef, worked in the wine trade, toiled in professional kitchens, waited tables. When I write about flavour combinations, fermentation or terroir, I'm not faking it.

I understand regulations

Food labelling laws, health claims, alcohol marketing restrictions. I've navigated compliance requirements for years. Your copy will be compelling and correct.

I've worked at the top

M&S, Sainsbury's, Westcombe Dairy, Luscombe Drinks. I've written for major retailers and top independent producers. I know what works at scale – and what works in artisan markets.

I think strategically

At M&S, I led a detailed research project on consumer wine purchasing psychology. I don't just write pretty words, I write copy that's based on how people actually make buying decisions.

I'm not a generalist

Some copywriters write about food on Monday, SaaS on Tuesday, finance on Wednesday. Not me. I've spent 20+ years focused on food & drink, because it's where my passion lies.

I’m experienced

I’ve been at this for over 20 years now, working with many businesses and brands. I’m not stuck in the past, but experience gives you perspective – and mine is at your disposal.