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The Problem
Our existing produce signs weren’t doing much. Just product name, icon, done. They looked fine, but offered no real value. A missed opportunity in a space where every touchpoint is a chance to guide behavior.
2023-2025 | Project 1/3 Copywriter, Strategist
PRODUCE SIGNAGE
The Insight
Shoppers don’t just want to know what something is. Standing in front of a wall of vegetables, they’re thinking, “What can I make with this?”. We saw a chance to meet them in that moment.
The Solution
We rewrote the role of signage to inspire action. Each sign now offers a quick, craveable meal idea helping shoppers instantly see the “what’s for dinner” potential in every item and making it easier to add to cart.
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01
The Problem
How do you make nearly expired produce feel appealing instead of like a last resort? The original name, Last Chance Produce, felt more like a warning label than a value offer. It emphasized urgency and expiration
2023-2025 | Project 2/3 Copywriter, Strategist
Expiring Produce
The Insight
Reframed the problem by flipping the script—from almost gone to good to go. Our new goal would now be to turn this overlooked fixture into a smart, sustainable pick for value-minded shoppers without sacrificing appetite appeal.
The Solution
A name that’s clear, energetic, and appetizing. We paired it with bright, simple signage that highlights the benefit: ready-to-use produce for less. Messaging focused on value and reducing food waste, making the experience feel intentional.
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01
The Problem
Healthy snacks aren’t always a kid’s first pick. Without a little magic or meaning, the gesture gets overlooked, or worse, wasted.
2023-2025 | Project 2/3 Copywriter, Strategist
Kid’s Free Fruit Program
The Insight
Kids connect with experiences. When fruit feels like a reward, a game, they’re more likely to reach for it and remember it.
The Solution
A na We turned free fruit into a mini adventure. With bright visuals and kid-sized bins at eye level, the program invited kids to choose their fruit like a prize. A run to Amazon Fresh now became a ritual of joy.
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