Made by Nacho

Voice and copy for Chef Bobby Flay’s premium cat food brand.

Chef crafted. Expert backed. Cat obsessed.

What I did for Made by Nacho

Brand voice development

I created two distinct voices: Nacho Flay, Very Serious Business Cat™, and Made by Nacho, a premium cat food brand. After Nacho passed, I recalibrated the brand voice to honor his legacy.

Copy, copy, copy

As the sole copywriter, I created cohesive, impactful messaging across email, SMS, website, brand campaigns, CX communication, and content strategy—driving engagement and building a consistent—and delightful —brand experience.

Packaging & retail

Packaging and retail copy are different beasts from digital copy. I crafted on-brand, conversion-driven copy for packaging (tiny cans, tiny real estate), in-store promotions, retailer websites, and tradeshows—boosting sales and brand visibility.

“Setting Mr. Snugglebear’s name aside for the moment, have you heard about palate fatigue? It’s the reason I got into this business!”

Brand voice development

 I developed two distinct voices for Made by Nacho: Nacho Flay, Very Serious Business Cat™, and the brand itself. I ditched mascot clichés, puns, and baby talk, instead crafting an acerbic yet affectionate tone. With a mix of culinary expertise and cat-dad insights, the work resonated with cat owners and elevated the conversation around premium cat food.

Copy, copy, copy

Long-form copy. Short-form copy. Microcopy. From emails to environmental signage to Amazon A+ pages, and way beyond. If it had words on it, I had a hand in it.