Homemade

Sainsbury's wanted to engage an audience outside of the 'click-to-basket' brigade and the answer was to launch an ambitious always-on editorial platform, Homemade. I was its launch editor. I devised the site’s architecture, content strategy and tone of voice and we hired a team of in-house food journalists to keep the site alive with food trends, insights, expertise and inspiration.

Roles: Launch editor, Managing editor, writer, creative director

Here are some examples of the editorial titles that I created for the site, with commissioned photography:

What does 500 calories look like?

{this was a listicle of beautifully photographed savoury and sweet foods,one of the most visited articles on the site)

As the audience shifted from websites to social platforms, so did we; posting snackable videos 3 times a week based on trends and analytics - both of which I kept a close eye on - and growing Sainsbury’s social following at an accelerated pace.