Ingredient
The following are excerpts from pieces I wrote for Ingredient’s blog, showcasing the agency’s expertise and talent to current and prospective clients.
Ingredient’s Guide to Zero-Proof Spirits & Cocktails
In the past year, we’ve been creating tons of nonalcoholic drink content for our clients — everything from bright booze-free green Micheladas to tart cranberry and green tea mocktails. Why? Zero- and low-proof drinks are the biggest trend in the beverage industry right now: between 2020 and 2021, both nonalcoholic and low-alcoholic products saw a 315% increase in e-commerce sales.
[…] An ever-expanding selection of zero- and low-proof wine, beer, and spirits has made it easier to imbibe without the buzz — brands like Ghia, Haus, and Proxies by Acid League have practically taken over our Instagram feeds, so you don’t have to go far to find them. But they’re not exactly cheap and can get pretty complex. Some try to be a proxy for the stuff that’s already in your liquor cabinet; others are a completely unique distillation. Some just need a splash of soda water; others require layering with other ingredients. If consumers have a bad experience with them the first time, they might not want to buy again.
Photo credit: Ingredient
2021 Food Marketing Trend Report
With 2021 just around the corner, all of us at Ingredient have been eagerly anticipating what’s to come. What foods will we crave? Will we still be doing our grocery shopping online? How will brands build loyalty as the pandemic continues? What baked good will be the next sourdough?
[…] In compiling these trends, we not only considered the evolution of our collective relationship with food; we also turned to our designers, cooks, writers, content planners, and digital strategists for a broad perspective on how food and digital marketing will intersect in 2021.
Word Nerd: Conversation with a Copywriter
Copywriter Joanna Wing is one of the wittiest wordsmiths around. She’ll knock you off your feet with her clever social media captions, and she usually has everyone on Slack lol-ing with her puns and zingers. She started working at Ingredient 17 years ago as a project manager, and eventually wrote her way into the copy ranks — a natural fit for her love of storytelling, penchant for crafting strategic messaging, and grammatical instincts.
On a drizzly Friday morning in March, Joanna graciously took some time away from her keyboard to chat with fellow copywriter Courtney Bade about her early love of writing, email copy, and of course, cooking.