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Browse real work by ProCopywriters members, by sector, format or kind of work. Every piece links to the writer who wrote it.

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SectorConsumer goods26
FormatWebsite copy7Whitepapers and reports3Brochures2Product descriptions2

26 pieces

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Drinkwell — Messaging, voice of customer & copy

Pairs perfectly with Sunday roasts, smoked fish and good company. This is the ultimate “everyone’s happy” Merlot. If you’re a “just enjoy it” person, you’ll get a smooth, well-rounded and medium-bodied Merlot that’s fruity and super easy to drink. If you’re into notes and aromas, you’ll notice plush redcurrant and raspberry up front, with a soft hint of vanilla and caramel on the nose and a silky, smooth finish. In other words, it’s perfect for Sunday lunches, midweek treats, and those nights where you’ve earned a good glass of wine and some much-needed time to yourself.

Consumer goods
Joe Karaali-BarclayVerbal identity, brand voice & copy for ambitious brands
Brochure

Dualit brochure

Working in partnership with a graphic design colleague, we were asked by Dualit to redesign the company's brochure and product cards (a requirement for retailers like John Lewis). The previous brochure was divided into professional catering products (Dualit's heritage) and consumer products and was copy-heavy. Our approach was to get under the skin of Dualit as a brand, define it's core brand values and use these as the basis of the new brochure. This put the company's catering expertise at the heart of all its products. The copy was pared back and balanced by great product and food photography. Individual product cards were designed to sit alongside the brochure. The brochure then became the starting point for Dualit's website redesign.

Consumer goods
Website copy

Coach – Marketing, eCRM and Website Copywriter across Coach and Coach Outlet

At Publicis Sapient, I partnered with Coach’s marketing and communications team and a second agency to deliver creative concepts and content across Retail and Outlet platforms. It was a fast-paced, data-led account that demanded strategic thinking, creative agility, and consistent brand alignment. One of the key challenges was maintaining a unified tone of voice while differentiating Retail and Outlet to protect the premium identity of the core brand. Alongside Creative Directors and product leads, I helped shape and test content weekly for SEO and sentiment performance, driving measurable engagement gains. I also authored Coach’s brand book and copy guide, creating a scalable reference for teams and improving workflow efficiency across channels. Highlights: Delivered a record-breaking Fall campaign, Unlock Your Courage Increased cross-sell performance through PDP content optimization Improved CTR and conversion from site and email copy testing

Consumer goods
melissa wheelerSenior freelance copywriter. Tone of voice, content strategy, UX writing and SEO

Katie Christoffers brand story

Katie is an expert chocolatier who hand-makes artisan chocolates using the finest couvertures and a range of exotic ingredients. She wanted a story that would explain the origins of her business, set out her brand values and communicate her love for the art of chocolate-making. Our writing aims to combine narrative clarity and personal emotion, while using synaesthetic language to evoke the deep sensual appeal of Katie’s chocolates.

Consumer goods
Tom AlbrightonWriter and editor specialising in B2B and academic

Sample portfolio

Main page title: Optimising food supply chains enhances small farmer livelihoods and provides food security for vulnerable populations Heading: Improving livelihood of rural households affected by armed conflicts Story text: The quality of life and livelihood for the rural communities of many countries has a volatile context. One that is often triggered by armed conflicts that devastate rural community businesses and greatly hinder development. When the rebellion in Northern Uganda was quashed in 2017, the Government started working to improve the livelihoods of the population affected by the confrontation. With the help of partners such as IFAD, large scale projects were started to resuscitate local economies. One such undertaking was the Project for the Restoration of Livelihoods in the Northern Region (PRELNOR). The goal was to increase the income and food security of poor rural households. IFAD Uganda approached us to review and improve the logistics systems smallholder households have to utilise to send their produce to markets. HELP Logistics spent time in Northern Uganda to understand the market linkage challenges farmers were facing: such linkages are a vital part of the process that ensures families have access to incomes to pay for schools and healthcare. The solutions we delivered supplied markets with updated databases of farmers in their region, including the crop varieties grown, location details and contact information. This essential data source would help improve supply chain integration and coordination with prospective buyers. We also encouraged farmer groups to buy cassava-processing equipment with their savings and grant money provided by the project. Processing cassava before getting it to market reduces its bulkiness and results in lower transportation costs. It also means that farmers were able to receive improved price margins at market. It is practical initiatives like this that also improve household incomes and the resilience of rural farming communities when natural disasters like droughts and flood strike.

Consumer goods
Rachel HodgesCreative Content - Strategic Thinking | Corporate storyteller

Creative Writing for a Cat Food Bowl Brand

"a feline's tale from NEW YORK Oscar isn’t just any cat – he’s renowned for his dulcet tones and affinity with Broadway musicals. This super-intelligent cat is as friendly as he is intelligent. Perhaps that’s why he’s one of the coolest cats in the hood!"

Consumer goods
Malcolm CoxSEO Copywriter at Contentable | Content Writer | Creative Writer

Diageo

This was fun. A characterful description of a mouthwatering Martini cocktail.

Consumer goods
Website copy

Website content for Angela Pryce, a world-leading tea expert

Angela was looking to completely overhaul her website and bring her tea services and training courses to new customers and markets around the globe. Working closely with Angela and her graphic designer, I produced concise, engaging copy that reflected the quirky and fun visual style of the new site. I completed the project to extremely tight deadlines, going well above and beyond the original brief to advise on the overall layout, navigation and user experience. My client was delighted with the results.

Consumer goods
Karen BrightBright Words | Clear, compelling content that drives leads and sales
Website copy

Website copy for Charlie Bigham’s

We love food. Proper food that's full of flavour, made with real, fresh ingredients. And we really love making food for people who share that passion. For us, every step of creating a dish matters, from sourcing and cooking the best ingredients, to serving and enjoying a delicious meal with people who make us smile.

Consumer goods
Megan DouglasBrand copywriter

Nobody actually wants to get their feet wet when it’s raining (to state the obvious).

Product descriptions

Ecommerce Product Descriptions for Webury Ltd

Webury Ltd is an online retailer of premium outdoor clothing and footwear brands. They needed some fresh and engaging product descriptions for their website to enthuse and connect with their customers. As a small family-run business, it was really important for customers to be able to identify with the the company when browsing the website. The client identified some key products from their range and I wrote new copy for the product descriptions to engage customers and help them find and choose the right product for their needs.

Consumer goods

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