Food and Restaurant

Capabilities Brochure - Fontelli Food Group

Developed copy concept and wrote all copy for this comprehensive capabilities brochure for one of North America's leading integrated veal companies and purveyors of quality lamb.

Website - UBrandPartners

Developed brand positioning, tagline, website  concept, content strategy and copy for a new marketing communications firm specializing in food industry clients.

Banquet Brochure and NYC Playbill Ads
The Fireman
Group (TFG)

I wrote this brochure touting the catering capabilities and private entertaining facilities of TFG's six sophisticated restaurants, all located in Manhattan's theater district.  In addition, I created concepts and copy for a series of ads that ran in the Broadway edition of Playbill magazine.

Scroll down to bottom of page to view/download complete samples.

Rebranding - Abuelo's Mexican Embassy

A complete rebranding and repositioning of a rapidly growing chain of upscale Mexican restaurants -- Abuelo's.

All of the creative spec I did upfront for the new business pitch in Dallas, TX was accepted on the spot by the client for the subsequent creation of a suite of marketing materials rolled out over a six-month period to targeted markets.

Concepts, taglines, positioning statements and copy shown here were leveraged in menus, brochures, management recruitment materials and a Fresh News FSI that reached 1.5 million newspaper readers in southwestern states.

125th Anniversary Consumer Recipe Book - Campbell's Soup

The first of five Campbell brand consumer recipe books for which I developed and wrote all non-recipe content, including book introduction, chapter introductions, fast facts and anecdotal material. The hardcover edition could be purchased only in bookstores.