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Good Eggs Content 2.0

A rebrand in early 2017 forced us to reimagine our content program in the context of our new value prop: the simplest way to feed your family well, all week long. I co-led the development of a content strategy that would give texture to this brand promise and serve to delight, inspire, and inform our core customer base of young working mothers.  I led the launch of the program, managed a team of contributors, and oversaw content production.

The Good Eggs Blog
"How the Founder of Mother Magazine Finds Creativity in Motherhood"
"A Perfect Fish Dinner by Way of the Sheet Pan" 
"Your Guide to Fresher-Than-Fresh, No-Cook Summer Salads"

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Brand and Content Partnerships

Partnered with a series of Bay Area food luminaries to craft the menu for a week of dinner kits each month and collaborate on one-off products. I worked with the partners to draft editorial and culinary strategies, produced photo and video shoots, and oversaw interviews and promotion for each partnership. 
 

"A Zuni Thanksgiving"
"At Duna, the Fearless Made Familiar"
"Samin Nosrat on Finding the Know-How to Feel at at Home in the Kitchen"
"Making Peach Panzanella with Julia Sherman of Salad for President"
"How to Make a Spring Cocktail for a Crowd with Maggie Hoffman" 

 

Print Campaigns

I led copy and assisted with editorial strategy and art direction for all direct mail campaigns, which emerged as our most successful growth levers to date. Additionally evaluated other print opportunities and formalized editorial concepts for e-cookbooks and other lead magnets. 

Good Eggs Spring 2018 Catalogue
36 Spring Sandwiches (Lead Magnet Experiment)

 

Content Gallery

A selection of my favorite infographics, lifestyle shots, and videos I produced with my team. 

See the Gallery