Black Diamond cheese was a large client when at BlueBand Brand + Digital. I was senior copywriter and wrote both their website copy and social media posts. Scroll down for examples of both.
Black Diamond Social Media
The strategy for Black Diamond's social media while I helmed it was to engage the audience. I was able to experiment a bit to see what type of post gained the best traction and discovered humour and delicious food shots were the key. Finding the correct way to be funny while maintaining the level of sophistication the client wanted for what they perceived as a high-end product meant going the clever route. In addition to enjoying the ability to inject fun, I was able to work hand-in-hand with the designer - the talented Jonathan Agomaa - to help come up the with the accompanying visuals.
Black Diamond Website
Black Diamond was looking to do a complete redesign of their website. For the new incarnation, they requested product information and new features such as Cheese Tips and Cheese Knowledge. I wrote the product descriptions, tips, and knowledge articles with little to no information provided, and tried to make them as engaging as possible. After the launch of the site, I provided new aritcles and tips regularly. I also was tasked with editing all the recipes and coming up with short descriptions and new titles where applicable. Below are some examples. Head to www.BlackDiamond.ca to read the whole site. As of June 23, 2014, every piece up there was written by me.