Focus Brands

Focus Brands owns several well-known and growing national brands like Auntie Anne’s, Moe’s, Cinnabon, Jamba, and more to come! I was hired as the Brand Copywriter for two amazing brands: Auntie Anne’s and Jamba. Who doesn’t want to write about pretzels and smoothies all day? I strategize, ideate, and work with my creative partners to create campaigns based on limited edition products, seasonal favorites, and exciting brand refreshes. Don’t sleep on the snacks yall.

Jamba

The Jamba state of mind was born in California, but it gets rethought down in Atlanta. My goal as a Copywriter for this brand is to keep it fresh and maybe a little funky. Above all smoothies are cool, so don’t mess with the vibe. Favorite projects in this brand break new ground like co-branded stores, Jamba drip drops, and more!

Auntie Anne’s and Jamba Co-Brand Initiative

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Hyper-specific OOH ads can be fun, it’s true! Below are a sampling of media placements at fueling stations for limited time offers like our best selling Watermelon Breeze, or Jamba staples like bowls. A little word play is my love language.

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Drip drop! I was thrilled to be part of the Jamba’s first-ever swag collection! I worked with the creative and digital team, namely Nadia Rahman, on curating the website based on her art direction and campaign photoshoot. I created merchandise names and descriptions worthy of swag envy like the ‘reverse it’ bucket hat, jamba joggers, jamb-art socks, merch more!

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Creative Director: Jason Page Art Director: Nadia Rahman

Auntie Anne’s

We all know the iconic scent of Auntie Anne’s pretzels, you can smell it now huh? As brand copywriter I get to help the Auntie come to life with a tone and brand that is ready to twist it up. This is an all new Auntie and she’s ready to be salty, sweet, and your favorite snack. Favorite projects for this brand include introducing a our Dough-getters to a new brand tone, working with Freeform in a holiday partnership and more!

I was very proud to work on a campaign highlighting the snacks AND sips that we have at Auntie Anne’s. This work solved a key consumer problem: people focus on the pretzels, not our refreshing drink options. This work was created with my creative director at the time Jason Page and Amanda Maounis.

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Everyone feels some type of way about emails. Personally I love the ones I write for Auntie Anne’s customers and future fans. I believe emails can still have the power to make you smile.

During the holiday season of 2021 I worked with the creative team on a campaign in partnership with Freeform (yes the channel owned by D*sney!). This work was playful, fun, and of course, festive. It also included the brand’s first ever TVC discussing the holiday LTO products.

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Copywriting is especially fun when you have very specific placements. These Waze ads were an interesting and new placement for the brand and let my brain go vroom vroom on some display ads.

Creative Director (2021): Jason Page Associate Creative Director (2022-Present): Larry Clark Art Director: Amanda Maounis