Copy With Bite
Your product’s great! Your copy? Not so much.
You’ve spent years honing the brand, perfecting recipes, sourcing ingredients, building something to be proud of. Then you put ‘artisan’, ‘premium’ and ‘carefully crafted’ on the label and wonder why it sounds like everybody else.
I can help. I’m Will, a chef-turned-copywriter with over 20 years’ experience helping food & drink brands 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 want copy with real flavour, with real bite, let’s talk.
“Will is a pleasure to work with – creative, exacting, and hugely passionate about food and drink.”
Your words’ worth
The difference between good copy and great copy? Thousands in lost sales.
Generic copy (let’s not call it ‘vanilla’ – I love vanilla!) isn’t just dull, it costs you customers. Food & drink is all about passion – about making an emotional connection – so let me find the words and phrases that communicate yours.
I write copy that:
Makes people feel something (hunger, desire, curiosity)
Makes your brand memorable (creates a character that resonates)
Makes customers act (buy, recommend, follow you on social media)
I've been doing this for 20+ years and have had many successes – because I understand both sides: the craft of making great food & drink, and the art of selling it with words.
“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… I write copy that makes shoppers pick up your product, read it twice, then put it in their basket.
Website Copy & SEO
From simple launch sites to full e-commerce platforms, my web copy ranks, converts and reads like a human wrote it (because one did!).
Marketing Content
Email campaigns, social media, blogs, landing pages… my ongoing content keeps customers engaged and coming back for more.
Branding & Tone of Voice
Whether you're launching or refreshing, I'll help you find the words that make your brand stand out and resonate, from the foundations up.
Drinks Copy
Wine labels, beer cans, spirit bottles, tea and coffee packs… I create tasting notes that whet the appetite and stories that engage.
Naming
Whether it’s a new brand or a refresh, products or a range, I think laterally to create names that capture a feeling and customers’ attention.
“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.”
So Why me?
I know my onions
I trained as a chef, worked in the wine trade, toiled in professional kitchens, waited tables. When I write about flavour combinations, fermentation or terroir, I'm not faking it.
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've worked at the top
M&S, Sainsbury's, Westcombe Dairy, Luscombe Drinks. I've written for major retailers and top independent producers. I know what works at scale – and what works in artisan markets.
I think strategically
At M&S, I led a detailed research project on consumer wine purchasing psychology. I don't just write pretty words, I write copy that's based on how people actually make buying decisions.
I'm not a generalist
Some copywriters write about food on Monday, SaaS on Tuesday, finance on Wednesday… Not me. I've spent 20+ years focused on food & drink, because it's where my passion lies.
I’m experienced
I’ve been writing food & drink copy for over 20 years now, for myriad businesses and brands. All that experience gives you perspective – and mine is at your disposal.
now let’s talk about you
Whether you’re looking for a complete brand overhaul or just need someone to look at your pack labels and tell you why they're not working, get in touch. I'm based in Bristol, UK, but work with clients all around the world – from American to Australia, China to the Czech Republic.
Book your free 30-minute consultation today. We can talk about your product, your audience and whether what you're currently saying is actually landing. No obligation, no sales pitch – just honest feedback from someone who's seen what works and what doesn't.