I’m Sarah. Storywriter. Brand Specialist. Content Creator.

I’m a freelance writer. I help brands find their tone of voice. I write content that makes them stand out. 

You’ve got the strategy. The product. The vision. But turning that into clear, consistent messaging that tells your story? That’s where I can help!

With a degree in Nutrition (BSc Hon First Class) I specialise in writing about food turning nutritional research into messages that create impact!

Here is a selection of some of the projects and brands I have worked on in the past.

Flora Proativ | Unilever

The Brief: Educate the Tesco customer on the benefits of plant sterols in Flora ProActiv and how they can reduce LDL cholesterol. Target the right customer to uplift product sales.

The Work: I created an educational leaflet explaining the benefits of plant sterols in reducing LDL cholesterol and how plant sterols naturally occur in small quantities in plant-based foods, including vegetable oils, nuts, seeds, whole grains, vegetables and fruit. However, Flora ProActiv products contain a greater concentration of plant sterols and as a result can have a greater impact on reducing cholesterol levels.

The Strategy: The target audience for this piece was men and women over 50 who had previously bought Flora ProActiv mini drinks, but were not buying them regularly. The leaflet was sent directly to their home. The educational nature of the leaflet was an important part of helping the audience to understand the importance of plant sterols in reducing cholesterol as part of a balanced diet. The leaflet also provided 4 money off coupons for the shopper to use in Tesco and save 25% on the product.

The Results: The leaflet provided a 220% increase in sales. The educational leaflet was an important part of campaign and it is unlikely that vouchers alone would have seen the same uplift in sales. The sales and commercial results were so significant that Tesco recognised it with an award.

The Brief: Create and implement a Communications Strategy and Brand Awareness Strategy that will drive the growth of the Master’s programs.

The Work: Qualitative and quantitive research was undertaken to understand the target audience and what messages they responded me during the application process. Research was also conducted with stakeholders and faculty to see how they viewed the school.

The Strategy: Different messages were created for each audience and for each stage of the marketing funnel. Various marketing campaigns were created with the appropriate messaging in place. The marketing team were involved in a workshop on the findings on the research and the proposed new messaging structure. The website was redeveloped with the new messaging. The Social Media campaigns, blog posts, newsletters, news articles, Google ads, were all redeveloped with the new messaging structure.

The Results: An increase was seen in brand awareness as well as a rise in leads and applications for the Master’s programs.

The Brief: Take the research from the EC Project ADEMU and disseminate it to the following groups: Policy Makers, Researchers, general public. The research was aimed at reassessing and strengthening the fiscal and monetary framework of the European Economic and Monetary Union 

The Work: I took major findings from the research and created Policy Briefs | Website Content | Newsletter with the final Findings and Proposals | Press Releases | Interviews with Experts

The Strategy: To turn complex information into communication messages that would impact the audience.

The Results: The website and communication was highly praised by the European Commission with the project getting significant press coverage and reach to policy makers.

About Me

I’m Sarah, and I have over 15 years’ experience working in communication and branding for some of the worlds leading brands!

I’ve worked with global brands, fast-moving agencies, and small businesses, turning complex ideas into communication that works. Here are a few of the brands I have worked with and helped to build:

Ben & Jerry’s, Dove, Sure, Magnum, Hellmann’s, Barcelona School of Economics, European Commission’s, and Hain Celestial.