Crossover Meats

My work as a social media manager at Crossover Meats largely involved an overhaul of the brand’s social media presence and website copy. The goal of Crossover Meats was to bring to market a sustainable meat alternative that’s less environmentally harmful than traditional ground meat, but more affordable than plant-based alternatives.

Customer personas included health-, environmentally-, and cost-conscious mothers and eco-conscious millennials. An approachable, down-to-earth, occasionally raunchy brand voice was developed accordingly to speak to those who care about the environment, but aren’t quite ready to make the leap to go vegan.

Social Media Copy

Copy based on existing product names of “Tasty Threesome” and “Flavorsome Friends.”

Website Copy

Emphasis on sustainability that’s feasible for most diets and lifestyles – made lighthearted jabs at vegans accordingly.