WAITROSE

Working with Waitrose in-house creative studio

In 2026, Waitrose underwent a huge brand refresh, repositioning as ‘The Home of Food Lovers’ and taking them from ‘posh’ to ‘passion’. Working with the in-house Copy Lead I helped to define, refine, land and roll-out the new brand voice - one that’s more human and relatable and brings food love to life with infection, curiosity and enthusiasm. As part of this, I also wrote the brand’s ‘reasons to believe’ - unpacking what it means to truly be a food lover, which coincided with the launch of the new ATL brand campaign ‘The Gastronaut’.