Morgan Starkey
Copywriter
Zume Inc.
Zume Inc. is on a mission to better the environment through more sustainable, efficient, and affordable food production. They offer a wealth of services such as mobile kitchens with smart technology, compostable packaging that performs like plastic, and their very own proof-of-concept pizza joint, Zume Pizza. This delivery-only restaurant was the beginning of Zume Inc. and the specific branch I had the pleasure of working under.
Zume Inc. was growing rapidly when I joined, not only in employees but in their services. As far as I knew, Zume Pizza was their only offering, but shortly after joining, I became privy to their grand plan of improving the world through affordable food production. My job was to help define the Zume Pizza voice and spread awareness through weekly campaigns in almost every medium. Here are a few of my favorite.
Billboards
After branching out to the East Bay and up the peninsula, it was time to take our advertising to the streets by designing billboards that call attention to our new low prices. Throughout 2 months, these billboards gained over 1,00,000 impressions.
Radio
Radio scripts are a joy to write and highly undervalued. During our billboard campaign, we also ran radio spots to promote Zume's new low prices. After the scripts were chosen, a few writers (myself included) went to the studio to record these spots that we're heard by thousands.
Great Pizza's Aren't Born. They're BreaD.
My favorite line of copy that was never used: (because it had no relevance to anything other than being hysterical)
Pizza that gives back to the community.
One of my first projects involved naming Zume's newest charity promotion. The idea is that Chef Brian (that's the chef's name) and a guest celebrity chef combine expertise to create a one-of-a-kind pizza only available for a short time. After the month, a percentage of the proceeds go to a charity of the chef's choosing. Somewhere between 'Seasoned Masters' and 'Recipes for Relief' we landed on the name that stands today, 'Pies with Purpose'
