Annie Chun’s

After Annie Chun sold her company, the new marketing team was looking for ways to refresh the brand image and target a younger audience. I was brought in to write copy for the new packaging. “We want something fun, a bit irreverent, like Vitamin Water.”

So I wrote copy for thirteen different noodle and soup bowls, and enjoyed every minute of it. It was truly a lot of fun, and they loved it, but eventually fear won out and the package copy stayed pretty much the same as it had been for years.

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