Ask: Transform Imperfect’s content from an early-stage startup to trusted (and beloved) food waste resource.
Strategic Approach: Imperfect is a home-grown Bay Area brand committed to making it easy for people to change the world, one box of curvy carrots and small potatoes at a time. However, expanding to a national online grocer would mean codifying our tone of voice, growing our audience, and focusing our storytelling. So instead of becoming another recipe account, we used content to empower people to eat the change they wanted to see in the world.
Using the adage “knowledge is power” we developed an ecosystem of digital content that empowered people to use more of what they found in their boxes, fridges, and kitchens. Imperfections became teaching moments using infographics showing users how to store, cook, and season every misshapen but delicious vegetable. Maintaining our “Seriously Delightful” brand voice, we used the humor and playfulness of memes to talk about everything from adulting to climate change.
Community was our number one priority, as our daily posts, tweets, and newsletters welcomed people into the family and made them feel like they were part of a movement larger than themselves. We turned to this community for their own expertise and continuously surveyed them to understand their habits, wants, and needs, developing two e-cookbooks based on their questions and family-loved recipes.
Role: Content Strategist and Copywriter
digital & IRL
Memes & things
