I was the lead copywriter developing and scaling that voice across national UK CRM and seasonal campaigns. High volume, high pace, bar always high.
The deal. The deadline. The restaurant. Twelve times a year, across every touchpoint – from radio spots to push notifications. The brief was deceptively simple. The execution was anything but.
So I gave discounts feelings. Had vouchers pack their bags. Made £7 OFF get ghosted, develop FOMO, then dramatically check out. Turned an offer mechanic into a tiny soap opera that somehow made you root for a promo code.
Halloween? Subject lines crawling out of the inbox. Trick or treating yourself. Franken-fries summoned to your door faster than you can say boo. Whatever the campaign, every header, push, banner, email had to hit the same notes: make the offer sizzle, raise a smile, and get people to hit that order button.
And when you get the recipe right, people come back for seconds.
