Food is a subject that’s very close to my heart. Or should that be stomach? Either way, I was thrilled to be contacted by The Bear Kitchen: an ambitious young company that wants to change the world by changing the way we eat. Co-founder Jens called me in need of web copy, as well as copy for a flyer and a poster.
My challenge was to turn Jens’ vast knowledge and undeniable passion into effective web copy. You have only limited time to convert a visitor to your website. You can’t say everything so you have to make tough choices about what goes in and what’s left out. The Bear Kitchen vision is huge—to reduce the risk of ecological meltdown by encouraging the rich world to eat less meat—but their requirements at the time were simple. Jens needed a tone of voice that would convey enthusiasm but also the seriousness of what they are trying to achieve.
The website did its job and the supper clubs were sell-out affairs. I went to one myself and deeply enjoyable it was too. The web copy concisely communicates what they’re all about. Making the bear female was a nice touch. Just a tiny way of sticking it to the patriarchy.
Bear Kitchen sample content
Eat Your Way to a Better World
You have the power to change the world. How? By choosing to eat better food. We founded The Bear Kitchen to help you do just that. Our supper clubs and event catering service bring together food lovers who care about what they eat, and the planet it comes from.
This is not about diets, deprivation or turning foods into enemies. Food is joy. But we fully respect individual choices. Vegetarians, vegans, omnivores: all are welcome at The Bear Kitchen. We want to unite people around the pleasure of eating well.
Our philosophy is simple: eat like a bear. Our furry friend has no concept of local or seasonal ingredients, but she eats nothing else. She munches mostly plants, and treats herself occasionally to good quality fish and meat. Oh, and she’s never heard of a factory farm. She’d feel right at home with our menus. And so, we hope, will you.