Mouthwatering Words
You've built a food and drink brand with serious appetite.
The concept, the recipe, the ingredients… every detail has been honed to perfection. But then you go and put 'artisan', 'premium' and 'carefully crafted' on the label and wonder why it sounds like everyone else.
I can help. I’m Will, a chef-turned-food copywriter with over 20 years’ experience helping brands like yours find their voices. I write copy that captures a product’s uniqueness and your audience’s attention.
How? By understanding what you do from the inside. Not from Wikipedia, nor ChatGPT, but from professional kitchens, wine cellars, and over two decades spent in the world of food & drink.
If you’re hungry for copy with flavour, with real bite, let’s talk.
“Will is a pleasure to work with – creative, exacting, and hugely passionate about food and drink.”
“Will is that rare copywriter who really knows his stuff – about wine, food, the whole industry. His writing is engaging, informative, and always on brief.”
My Bread & Butter Skills
PACKAGING COPY
Labels, descriptions, ingredient stories… copy that makes shoppers pick up your product, read it twice, then put it in their basket.
WEBSITE COPY & SEO
From launch sites to full e-commerce builds, my copy ranks on Google, sells products, and doesn't sound like ChatGPT wrote it.
MARKETING CONTENT
Email campaigns, social media, blogs, landing pages… content that earns attention rather than demanding it and turns triers into regulars.
BRANDING & TONE OF VOICE
Whether you’re launching from scratch or finding your voice again, I’ll find the words that sound like you, and like nothing else on the shelf.
DRINKS COPY
Wine labels, beer cans, spirit bottles, tea and coffee packs… I create tasting notes that whet the appetite and stories that earn the pour.
NAMING
New brand or a refresh, single products or a range, I think laterally to create names that capture both an emotion and the attention.
How I Work
1. BRIEF
Before I write, I want to know everything – the product, the audience, the market, what's worked, what hasn't. Get this right and the rest falls into place.
2. TASTE
Wherever possible, I love to try what you make. Whether that's a dairy visit or a box of macarons sent from Kuwait City, the more I know, the better the copy will be.
3. WRITE
Tight, considered and true to the product. Most projects land in two or three rounds, as I'd rather get the brief right than churn through endless revisions.
So Why me?
I UNDERSTAND REGULATIONS
Food labelling laws, health claims, alcohol marketing restrictions. I've navigated compliance requirements for years. Your copy will be compelling and correct.
I THINK STRATEGICALLY
At M&S, I led a project on wine purchasing psychology. Not just pretty words – I write copy that's based on how people actually make buying decisions.
let’s Work Together
EVERY PROJECT MATTERS
From complete rebrands to pack label tweaks (and everything in between), I'd love to hear from you. Small jobs are just as interesting as big ones.
ANYWHERE IN THE WORLD
I’m based in the brilliant city of Bristol, UK, but my clients are everywhere – from America to Australia, China to the Czech Republic.
“Will has a way of writing about food and wine that brings any product to vivid, mouthwatering life. His training as a chef means you get far more than conventional marketing blurb; you can taste what he’s describing.”