Worked with Wunderman Thompson NY on Hellmann’s Super Bowl campaign focused on reducing food waste. I wrote UI copy for a recipe landing page designed to turn game day leftovers into easy, appealing meals. 🏆🍗🥦

Check the website here

Role: Wrote headlines, CTAs, nav labels, and recipe blurbs focused on clarity, engagement, and Hellmann’s tone.

Challenge: Super Bowl cooking created excess leftovers; users needed quick, fun ways to repurpose them. Existing recipes didn’t link game-day habits to sustainability.

Solution: Wrote UI copy that reframed leftovers as exciting and intentional, matching game-day energy while supporting Hellmann’s “Make the Live Experience Taste, Not Waste” mission.

Result: Increased site traffic and engagement.