Underdog Market
Underdog Market is a fictional brand that rescues “ugly” organic fruits and vegetables that are fresh and high-quality, but often discarded due to cosmetic flaws. The company focuses on delivering affordable, seasonal, and locally sourced produce straight to customers’ doors.
The target audience includes older Gen Z and Millennial adults (ages 25–45) who are busy professionals, come from households short on time, are environmentally conscious, and those who want to prioritize healthy eating while staying budget-friendly.
Role:
Ad copy
Email Marketing
Ad Copy
For these ads I leaned into a tone that reads as cheeky and optimistic by using playful language to reframe words with typically negative connotations. By flipping familiar phrases on their heads, the copy becomes humorous, inviting, and memorable.
Capturing personality was the motivating factor in my approach. Not just to garner attention, but to reflect Underdog Market’s mission of celebrating produce with outward character in order to rescue it from becoming food waste.
Email Marketing
For the email copy my goal was to guide customers toward exploring Underdog Market’s produce selection, while also positioning the brand as a smart solution to rising grocery costs and excessive food waste.
I wrote the subject lines and preheader text with a fun, casual, and conversational tone of voice that was approachable without being too forced.
In the body copy I wanted to make sure every word served its purpose by focusing on Underdog Market’s brand identity and their “reasons to believe,” which touch on breaking the cycle of food waste and making fresh, organic groceries more accessible and affordable.
