A box full of vegetables and a licence to pun. Every copywriter’s dream, surely?

Abel & Cole deliver boxes of fresh vegetables to families across the UK. They’re known for their witty tone of voice, commitment to organic, seasonal food and positive spin on wonky parsnips. Using their style guide and avoiding potato-related clichés, I had fun taking on their tone of voice. Here’s an example of a door drop leaflet I worked on.

Key Disciplines

  • Tone of voice
  • Using style guide
  • Writing to word counts

Catherine is a fantastic writer. She nailed our tone of voice immediately, which not many people do.

Claudia Ruane

Abel & Cole