As an independent copywriter, I have the privilege of getting to work with all types of clients, both big, small, and somewhere in between.
It’s a particularly special privilege when a large corporate client approaches me and I find that they bring the best of small artisinal companies, namely their commitment to quality, their close-knit teams, and their creativity, with the benefits of a big company’s resources, systems, and network.
Peet’s Coffee & Tea exemplifies this and has been a pleasure to partner with long-term, bringing their commitment to excellence in coffee production to building a heritage brand that will continue serving its customer base for another 50+ years.
Introduction
Peet’s Coffee & Tea’s internal brand studio is headed by Kimberley Yaeger, the company’s Senior Director of Brand Design who happens to have an illustrious pre-Peet’s history at Nike, Patagonia, Columbia, Allbirds, and Sonos. The studio is composed of designers and copywriters who serve Peet’s various departments. They produce everything in-house, from digital to retail campaigns, print materials and packaging, and ongoing evergreen assets like web, SMS, email, in-app, and more.
the client
Kimberley reached out to me via LinkedIn, having found me via a recommendation from her Senior Copywriter. She was looking to add copywriting support to her studio on an ongoing retainer basis: someone who could meld with the team and acclimate to their corporate ecosystem while executing consistent deliverables. After chatting a bit more and conducting a one-month trial, it was clear that we were a strong mutual fit.
Since then, I’ve been providing their studio with extensive and ongoing copy support. I craft seasonal campaigns, including Holiday, ongoing sales campaign copy, and evergreen copy for their website and products. My work product spans from product packaging to email, app, and SMS, to the Peet’s website and multiple social media channels, and internally facing documents.
In order to maximize my efficiency and understanding of Peet’s brand needs, I attend regular team meetings and report into the Creative Director while working closely with their two full-time copywriters. This allows me to provide them with excellent service quality, while allowing them the resource flexibility of partnering with a contractor.
the project
industry
Retail
services
Copywriting
Copyediting
