Did you know…
81% of consumers say they need to be able to trust a brand to buy from them (Oberlo).
43% of consumers tend to purchase products from high purpose brands more than from their low purpose competitors (Forbes.com).
Content marketing costs 62% less than traditional marketing and generates about 3x as many leads (Content Marketing Institute).
This masterclass on copyrighting considerations for food and drinks industry will be led by Dr Carrie Ruxton, a university lecturer famous BBC featured registered dietitian, nutrition consultant and health writer, and Emily Hills, the CEO of copywriting agency ‘Write My Site’. This masterclass will include case studies, examples of nutrition & health claims and best copywriting tips and techniques that you can use as best practice.
Who should attend?
This session is essential for food and beverage brands who need to make nutrition and health claims and publish their own online content but aren’t sure how to go about it.
This masterclass is suitable for anyone in the food industry who wants to improve their knowledge of nutrition and health claims, and to exchange industrywide best practices and experiences.
Purchase your ticket
Food and drinks copywriting – but what should I write?
By the end of this masterclass, you will:
Understand how to make better nutrition and health claims within copywriting that are in line with the GB legislation.
Understand how to deliver compelling content and how to make your brand stand out with a diverse combination of social media posts, emails, blogs.
Be able to optimise your written content for Google and other search engines and be more familiar with detailed aspects of sourcing images, formatting your text for a screen, and more.
Dr Carrie Ruxton will outline the main issues to be considered in Front-of-Pack (FOP) nutrition labelling, key dietary components and health claim rules and trends. She will explain how to produce commercial communications that comply with Nutrition and Health Claims Regulation (NHCR).
Emily Hills will explore how to identify the right themes and topics to engage your target audience. She will introduce you to the best practices for delivering compelling content, from SEO blogs to newsletters & digital marketing.
Your valuable outcomes
Knowledge is power
You will be armed with the necessary toolkit in order to effectively create compelling, engaging and informative articles.
Up-to-date on current affairs
Successfully navigate GB legislation and be able to appropriately make nutrition and health claims within copywriting which will attract your target audience.
You will now be able to become more competitive when it comes to your brand’s marketing communications to convey exactly what makes your brand desirable.
Capitalise on the valuable copywriting opportunities which are unique to start-up brands and learn how you can win from the success of these.
Meet your speaker
Dr Carrie Ruxton, Dietitian, nutrition consultant and health writer
Carrie trained as a dietitian at Queen Margaret University, Edinburgh, before obtaining a PhD in 1998. Her specialist areas are child nutrition, obesity, functional foods and dietary guidelines. After a spell working in the food industry and as a Senior Lecturer at the University of Westminster, she became freelance in 2003. Carrie works across most food and drink sectors including fruit juice, tea, supplements, eggs, dairy, snacks and beverages, specialising in content development, communications and science interpretation. She’s published more than 70 peer reviewed papers on diet and nutrition and more than 100 articles & book chapters. She has also given nearly 150 presentations and webinars. She contributes regularly to national newspapers, magazines, radio and television, appearing on CH4 Food Unwrapped, CH4 World’s Best Diets, BBC Rip Off Britain, and BBC Food Detectives. When ‘off duty’, she enjoys running, CrossFit and hill walking.
Meet your speaker
Emily Hill, CEO of copywriting agency Write My Site
Emily is the founder of copywriting agency Write My Site, set up in 2006. Five years after launching her agency, Emily was invited to deliver a copywriting workshop by someone who heard her speak at an event. That someone turned out to be the founder of BrightonSEO, which is now Europe’s largest search marketing conference – and Emily still runs their copywriting workshops twice a year!
In recent years, Emily has focused much more on the training side of the business, and it now operates under a sub-brand called Write My Site Academy. She currently divides her time between overseeing the agency’s copywriting projects and delivering best practice copywriting training to anyone who wants to learn how to leverage the power of words.