Amanda Cargill

Martha Stewart & Marley Spoon
Given Martha Stewart’s name recognition and authority in the lifestyle space, expanding the boundaries of her meal kit’s messaging was not a revolutionary idea. The pandemic, however, provided a unique opportunity to cultivate and cement the idea that it was much more than mere recipes and ingredients. In the early stages of the lockdown, I pitched a series of blog posts that, rather than touting the brand’s benefits, focused on connection and community, two key pillars of the brand’s executive communications at the time (which I was also framing and writing). These were shared on social and via email with leads plus existing, lapsed, and churned customers, with the goal of aligning the food brand with broader cultural values.