People’s Choice Beef Jerky
Tagline Exploration
People’s was growing, with many new products in development targeting new demographics. I was asked to explore several new tagline options that captured all the unique elements of the People’s Choice brand. I freewrote for two days and made a long list of 30 options. My creative director and I cut the list to four and presented them to the Bianchetti’s. After feedback, we presented a new list of 3 taglines. They didn’t select “Handmade Great Grandad’s Way,” but loved them all. Here is the revised pitch deck slide along with my justification for this tagline.
Name Exploration - Mini Beef Sticks
Whenever Evans Hunt is asked to redesign a product, I check to see if the product name requires a refresh. Such was the case for PCBJ’s mini beef sticks, called… Mini Beef Sticks. A+ for clarity, but it doesn’t exactly leap off the shelf. I pitched three alternate names along with our packaging redesign (which I consulted on because creativity is collaborative.) They didn’t go for either of these—clarity is king—but these names did make them laugh, and that’s a win in my book.
Recipe Postcard - Thai Curry
The PCBJ Test Kitchen is legendary for playful experiments that push the boundaries of what beef jerky can be—and who it’s marketed to. These limited-time products often require clever copy finesse to sell the unusual flavours. Thai Curry didn’t take much work—who doesn’t love curry?—but these cards pose the classic copywriting challenge: distill a complex, even esoteric, idea into as few words as possible. In this case, two words on the front and two short paragraphs at back.
Bag Copy - Jerky Crisps
Jerky Crisps is a unique product that aims to deliver a high-protein snack in a tiny, sugar-free package. I worked with the designers and creative director on the packaging design and wrote all the copy.