WHITE CASTLE
During our time as the Castle’s AOR, we developed Bold Move, their first new brand campaign in over 50 years. Our goal was to appeal to millennials (I mean, whose goal wasn’t that in 2017?) and freshen up their brand language. With that, the writing team crafted a new voice and tone for the brand, complete with fun, self-aware copy across all media touchpoints.
ORGANIC SOCIAL
Role: Copywriter
Love puns? Love self-aware jokes? If you answered yes to either, you’d love The Castle’s social channels. Along with monthly paid calendars, I crafted day-to-day copy for Instagram, Facebook and Twitter with the social team.
digital
Role: Copywriter
With each of seven yearly initiatives, we also rolled out new web tiles (long story; their website is set up as a templated grid) to promote new deals and generate brand awareness.
WHITE CASTLE x VENMO PARTNERSHIP
Role: Copywriter
Shortly after The Castle launched their new app, they integrated Venmo to help customers make group orders. I wrote three first-person scripts to promote the app’s new capabilities and convey the benefits in a more relatable way.
THE DESIGNATED CRAVER
I’m the “designated Craver.”
The friend who drives to the Castle at night.
When everyone else won’t.
Or…can’t.
Anyway.
We’re on the app, ordering all the food—sliders, Chicken Rings, that stuff.
My friend goes, “You pay this time, I’ll pay next time.”
But he won’t.
Never does.
I say nothing.
But then.
Oh, then.
I see the Castle’s new payment option.
“Split the bill with Venmo,” it says.
Sweet. Payback. Redemption.
I smirk.
I show my friend.
The end.
DESIGNATED CRAVERS AREN’T DESIGNATED PAYERS.
SPLIT THE COST OF YOUR CRAVE.
WC x VENMO
THE DEADBEAT ROOMMATE
Meet my roommate.
His name’s Jason.
“Mr. I’ll-Pay-You-Back,” I call him.
Hasn’t paid rent in weeks.
When we order sliders, he plays the same card—and it’s definitely not his credit card.
“No cash,” he shrugs.
I sigh.
I pay.
’Til yesterday.
When I saw the Castle’s new in-app payment option.
“Split the bill with Venmo,” it said.
It was like magic—sweet pay-you-back magic.
Sorry, Jason.
Your reign as King IOU is over.
MAKE MR. I’LL-PAY-YOU-BACK PAY, RIGHT THEN AND THERE.
SPLIT THE COST OF YOUR CRAVE.
WC + VENMO
the closefisted coworker
Oh, board meetings.
More like “bored meetings.”
I suggest Crave Cases.
To make today’s lunch meeting less…
Painful.
Everyone’s on board.
Then, my coworker walks over.
“I’ll reimburse you,” she whispers.
“When I get paid. If you buy my food.”
Fifth time, now.
Zero reimbursements.
Zip. Zilch. Nada. The big ol’ goose egg.
I turn to her.
“You can split-pay on the Castle app,” I say.
“With Venmo.”
“That so?” she says.
She scratches her chin.
I win.
CRAVE AS A TEAM. PAY AS A TEAM.
SPLIT THE COST OF YOUR CRAVE.
WC + VENMO
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PRINT, POINT-OF-SALE & DIRECT MAIL
Role: Copywriter
Role: Copywriter
TV & DIGITAL VIDEO
Role: Copywriter
Seven yearly initiatives meant seven yearly broadcast and radio spots, too. For each, we were tasked to promote a new deal or menu item on a shoestring (fry) budget. Below is an example of a digital :30 that promotes a Cheese Slider deal.