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alltown fresh

in-store signage, pop, outdoor, box stuffers + more

If you’re a healthy eater (even “ish”) or foodie, and you’ve been on a roadtrip recently, you know there is a dearth of hospitable offerings. Enter Alltown Fresh, Global LP’s New England-based convenience store chain offering fresh fast food.

In this contract role, I collaborated with the VP of Marketing and her team on pillar messaging and branded projects to create copy that delights. Projects included in-store and POP signage, landing pages, product copy, giveaways, meal kit naming, descriptions, white labeling, packaging, social media posts, and more. It’s a pithy voice that delights in delight. (A dream gig for this self-professed foodie!)

Alltown Fresh "Grill" Campaign

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Assignment: Develop theme name and messaging for summer grill-themed menu specials and meal kits. Drafted 10+ options including winner "Pit Master," with other messaging lines sprinkled into omnichannel (web, in-store, print, recipe cards, pump topper, etc)

Alltown Fresh Meal Kit

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Need catchy themed names for your meal kits? Need delicious product copy? Yes, chef.

Alltown Fresh Gift Crate Project

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Worked with Brand Director to name Holiday Gift Crates then delivered full package of copy—landing page, teasers, product page, and social media copy all tied up in a bow.

about alltown fresh

Alltown Fresh is a fast-growing convenience chain in New England committed to good food—think humanely sourced meat, locally sourced produce, along with organic, vegan, keto, gluten-free, and lactose-sensitive options for those of us with lifestyle diet, allergen, and food aversion needs.

It’s the place you want to come across on the way to the ski house or beach cottage. A real chef (and a really good chef – Joshua Smith, formerly of Moody Street) leads the creative menu—including a ghost kitchen, made-to-order deli (think WaWa but less 3am wit wiz and more kale caesar and heritage pulled pork), catering, and meal kits.

Yes, you can get your Mountain Dew and your Cheetos at Alltown—and unlike most other gas station convenience stores, you can fill up at the kombucha bar, get Waygu farro bowls, really good lattes, trail mix by the pound, grab-n-go prepared foods that rival Whole Foods, or that “one thing you forgot” from the chef-curated pantry.