My Work
Here are a few examples of the projects I’ve worked on over the past few years. If you’re interested in seeing more, reach out and say hello!
Sofina
Client: Sofina
Agency: Bob’s Your Uncle
The Ask: Content Creation & Development
Brands:
Janes Foods, Lilydale, Mastro & San Daniele
Development of monthly content calendars with copywriting and creative comps
Presenting unique and trending recipe ideas along with new ways to enjoy Sofina products
Running through pre-production with the client, photographer, and food stylist
Executing my vision on set – providing creative direction
Creative strategy and copywriting for seasonal campaigns
Pre-Production Example
Pillar: Enjoy Together
Product: Janes® ultimates Panko Breaded Sole
Post: FB/IG in-feed, Story
Story: Janes® Panko Breaded Sole Vietnamese Salad Rolls
Copy: Fresh, filling, and loaded with flavour.
Crispy Janes® ultimates Panko Breaded Sole are tucked into fresh Vietnamese salad rolls with sliced cucumber, carrots, cilantro, and thin rice noodles. Serve with sweet chili sauce or peanut sauce for dipping.
Folding #Tip: Once you finish with the filling, start rolling each like a burrito. Fold sides over and start rolling from the bottom making sure you hold the filling tightly with your other hand.
Final Shot
Live Examples
Mastro
Lilydale
Janes Foods
San Daniele
10 Tasty Pizzas - Mastro San Daniele Specialty Deli Meats.
Delicious. No matter how you slice them.
The Smith Hotel & Benjamin Hotels
Creation & development of brand personality, names, tone & voice, and website copy.
Manifesto
We believe in creating a place where anyone and everyone can come together in a comfortable setting. We have a passion for preserving historic buildings and turning them into unique modern spaces to be enjoyed to the fullest. Everything we do, we do with purpose. We keep it simple, smart, and sustainable. The Smith Hotel is exactly what you’ve been looking for.
Personality
“Trust, thoughtfulness, and consistency are on our playlist”
We are like that friend of yours who’s super unique, creative, wise and gets along with everyone. Someone you bring home to meet the family, and has the ability to always ‘read the room’. You can count on us to help you discover new things, make you laugh, comfort you, rejuvenate you, and sometimes be a shoulder to cry on. We are always here for you with open arms - as a shelter, a warm hug, an exclusive dining experience, a dance floor, and a place where ideas come to life. We embrace music, design and culture. We’re always bringing the good vibes to the forefront of your experience. It’s time to hit the play button at The Smith.
Character
Honest, consistent, classic. Helpful and always available.
Tone
Refined, inviting, smart, and simple. Clever, self-aware, and confident.
Language
Witty, clever, and straightforward. Welcoming and accessible.
Purpose
Explain how we are different and appeal to a larger audience.
Tone & Voice: Pillars
Honest:
We are direct and straightforward
Clever:
We are smart and witty. We don’t take ourselves too seriously.
Approachable:
We are welcoming and like to keep things pretty casual.
Thoughtful:
We are warm, helpful, and move with intention.
Country Crock
Client: Country Crock
Agency: The Fourth
The Ask: Content creation, Campaign ideation, Social media & ad copy, Website copy, Community management
Brands:
Country Crock (US)
Country Crock Canada
Spring Swap Campaign
Pinterest Video Example
Headline: 100% Dairy-Free Easter Egg Cupcakes
Description: Country Crock Plant-Based makes it easy to swap to dairy-free. Have fun baking these Easter Egg Cupcakes with the kiddos and celebrate spring with a festive plant-based treat. Hop to it! #plantbasedswaps. CTA: Learn More
Live Examples
Pancake Hack
Sheetpan Side Dishes
Potato Peel Hack
Coca-Cola Canada
Client: Coca-Cola Canada
Agency: Gravity Partners
The Ask: Content creation, Social media & ad copy, Community management, Photography, Art Direction, Photoshop
Brands:
Coca-Cola Red
Vitamin Water
Nestea
Simply Orange
Kingston Aluminum Technology
Creation and development of website and packaging copy.
I’m Customizable : Stand out on shelves! Choose from 5 standard shapes with the option of blown out 3D effects.
I’m Creative: Make an impact working with our in-house design team.
I'm Innovative: Unique and adaptable processes. We provide small runs starting at 15k and beyond.
I’m Sustainable: More recyclable and energy saving. Did you know aluminum can be recycled repeatedly?
We’re KAT
Our customer service team is always here to help, contact us today: https://katinc.ca/
IN BOTTLE MESSAGING IDEA:
Option to have “Message in a bottle” inside to support Customer Service and Support pillar. Include sales info and motivation quotes.
COPY (Varies to Quote):
We take pride in supporting our customers and can help bring your end-to-end packaging goals to life in a worry-free, efficient manner. Contact us now: https://katinc.ca/
QUOTE EXAMPLES:
“Setting goals is the first step in turning the invisible into the visible.”
“It’s what’s on the inside that counts”
“Opportunities don't happen, you create them.”
“Just one small positive thought in the morning can change your whole day.”
Erin Scheel
Reach out about a project, collaboration or just to say hello!
erinmichellescheel@gmail.com