Case Study: Eat My Words

Eat My Words - Practicing What We Preach

The Backstory:

After 15+ years as an advertising copywriter, Alexandra was burnt out on writing about things she wasn't passionate about, especially technology. She had a successful copywriting business and website, www.alexandrawatkins.com, but she wanted to reinvent herself. After scoring a gig to create flavor names and taglines for a new cookie, she found her passion.

The Company:

Copywriting and naming for food and beverage brands.

The Challenge:

  • Evoke Alexandra's playful and fun personality

  • The name couldn't sound uppity because she is not a foodie and didn't want to write for snooty food brands

  • Be attractive to companies who make snack food, sweets, and consumer packaged goods

  • Communicate copywriting for food and beverage brands

The Solution:

A playful name that communicated all of the above: Eat My Words. Over the last few years, we've switched our focus to strictly names and taglines, we name a lot of things that don't make you fat and drunk, and we've grown into a full fledged firm, so our clients eat "our" words. But the name still works.

Here are some of ways that we have extended the name throughout our brand:

  • The Kitchen Sink is our juicy blog

  • In a Nutshell is the name of our company's overview PDF

  • Our business card is a pink retro fridge

  • We give away mini tins of mints shaped like the pink fridge

  • We get to say things like, "Feed our imagination," and "Sorry, our plate is full"
  • We have a 1950s retro diner booth in the office, which is called "The Idea Kitchen"
  • Our new book naming division is called "Mark My Words"