Earth’s Own, a favourite in plant-based milk, wanted our help writing articles for the new blog section of their revamped website. Their goal was to create customer education-focused content, delivered on-brand in their cheerful, bouncy, and witty tone of voice.
To begin, we closely studied the Earth’s Own brand guide as well as messaging across communications channels to be sure our writing closely matched their signature style and our topics of discussion aligned with their current messaging. From there, our team developed a range of blog topics for approval, from product knowledge pieces to themed compilations of existing recipes living on the Earth’s Own website. We additionally collaborated with a prominent influencer across a three-part series, during which we outlined each blog, wrote interview questions, and facilitated communication throughout the partnership.
The results were tonally consistent blogs and a lively, helpful content hub for their site.
Tone was the biggest priority for Earth’s Own, and we worked closely with their internal marketing team to get it just right. Earth’s Own products stand out on the shelf and in the minds of customers thanks to their distinctive brand image, including the brand’s communication style. The clever writing Earth’s Own was looking for could never be achieved by LLMs and AI. What succeeded was our fluency in brand tone and skill in working across a wide range of voices.
